- Setting targets for sales returns from the smaller promotional activities.
- Evaluating the amount of editorial coverage its activities receive in the media.
- Measuring the number of blogs related to Red Bull's products and the frequency of comment on these blogs.
- Evaluating the online influence of Red Bull activities in the social media. For example, on Twitter there are around 260,000 followers of Red Bull activities. On Facebook, more than 21,000,000 consumers 'like' Red Bull.
- Conducting and annual brand health-check with consumers to ensure that they like the brand.