Bit by bit,Red Bull's portfolio of promotional weapons grew. At times,the company dabbled in TV and print advertising. But Red Bull's primary tactics have steered clear of such mainstream techniques. Instead,it was Mateschitz's plan to promote the brand in a way that would go way beyond reach and frequency of coverage. He wanted the brand to hit young people right in the face in a way that they experienced Red Bull to the fullest. He wanted to engage customer through activities so meaningful to them that deep relationship would form quickly.