Red Bull’s Integrated Marketing Communication

Nice topic regarding the integrated marketing communication

Loyola Digital Advertising [로욜라 디지털 광고]

Mecenat; patronage is the support, encouragement, privilege, or financial aid that an organization or individual bestows to another. Those companies usually support artist or sports team. Here is one famous company in the world, which supports various kinds of extreme sports activities and other art performance, ‘Red Bull’. Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. The company has been doing Integrated Marketing Communication very successfully.


Red Bull’s slogan is “it gives you wings.” Red Bull’s international marketing campaign targets young men mostly with extreme sports. When you see this commercial, you may know how many kinds of extreme sports that the company sponsors to. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, cliff-diving, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing.

Red Bull also supports specific extreme sports players. Especially, Felix Baumgartner’s(who is sponsored by Red Bull) free fall…

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