Felix Baumgartner’s successful jump from 17 miles up was only a dry run. When he made the real jump later in the year, it was from the stratosphere, 23 miles above sea level. In the process, he broke four world records: the highest manned balloon flight, the highest skydive, the longest free fall, and the first parachutist to break the sound barrier. He also tested the next-generation space suit to be worn by astronauts. And the Red Bull brand was plastered all over the entire event. But more than promotional coverage, this feat served the same purpose that all other Red Bull promotions serve-to forge deep relationships with customers through emotional experiences.
From its unlikely origins, Red Bull has grown into a massive enterprise. Last year, the company sold 4.2 billion cans of the drink with revenues of more than $5 billion, a 16 percent increase over the year before. As Red Bull’s growth continues, Mateschitz has no intention of slowing down. In fact, he confesses, he has always been attracted to the idea of creating an independent nation state-the country of Red Bull. “The rules would be simple. Nobody tells you what you have to do-only what you don’t have to do.”