Tag Archives: Red Bull

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

In the News

Facebook Launches Global Pages
This week, Facebook announced Global Pages, a new structure that provides a localized experience for a brand’s customers, which is available immediately to all brands working with Facebook. Facebook users will be directed to the best version of a Page based on where they are, which enables them to see localized cover photos, profile photos, Page apps, milestones, “about” information, and news feed stories from Pages. Each brand’s global Pages structure will include a default Page, plus local Pages for specific markets. There can be one global brand identify, one URL, and combined global insights.

Facebook Testing New Design With Search On Left And Notifications On Right
Facebook is once again tweaking its interface.  One potential upcoming rearrangement is moving the search bar to the left and the three icons (friend requests, messages, notifications) all the way to the right. This moves the search bar closer to the Facebook logo and pushes everything else right. The redesign removes the “home” link from the right corner, which is where users often click to return to the news feed. Note that this redesign is still being tested. Facebook has yet to confirm any new changes.

Space Jump Breaks YouTube Record
It’s official: Felix Baumgartner’s jump from the edge of space broke a record for the “live stream with the most concurrent views ever on YouTube,” according to the video-sharing site. At peak, there were more than 8 million concurrent live streams. The jump was broadcast on Red Bull’s YouTube channel.

Foursquare Takes On Yelp With a New Homepage Search Box
Foursquare is rolling out a new PC homepage for users that aren’t logged in. It prominently features a search box, taking aim at Yelp as its chief rival in the local space. The current “logged out” homepage offers a number of screens and video that try to explain what Foursquare is and does. A small search box resides in the upper right hand corner. All of the Foursquare social features are present. Members still have access to more personalized recommendations that non-members won’t. However, non-members or those with a tiny or non-existent network on the site can now gain a lot more utility and value out of Foursquare. The company has taken a wide range of data including check-ins, lists, likes, dislikes, tips, etc. and created numerical scores for each business listing and ranks them accordingly. Results are listed in order by score, but can also be filtered.

Facebook Now Allows You To Use Emoticons In News Feed Comments
In a silent update at the end of last week, Facebook moved emoticons beyond instant messages into user comments. Facebook doesn’t allow users to embed smileys into their status updates, but they can be used in comments to those status updates. Comments support the same list of emoticons as Chat, widening their use across the site.  Facebook has not yet enabled emoticon use in its native iOS app, Android App or mobile site.

Global Social Media

10 Most Facebook Addicted Countries
Though the U.S. Is most populous Facebook country with the greatest number of registered Pages, higher activity on those Pages can be found in other countries. Pages in Brazil publish the most number of posts out of all Facebook countries. More than 800 Pages kept their Facebook Walls busy with almost 86k posts per month. On average, this means 103 posts per Page, which is the fifth highest after Italy, Colombia, Russia and Egypt. Pages in Egypt publish 380 posts on average per Page per month; however, they have almost 6x fewer Pages registered than Brazil and almost 8x less than in the U.S. Turkey is the 7th largest country on Facebook in terms of activity. Turkey has the highest Page-to-user ratio out of all Facebook countries. Russia shows the second biggest per capita posting activity on Facebook. Check out the entire list here.

Mobile Viewing Scores Over TV In The UK
Fifty-seven percent of UK residents view more content on laptops, tablets and mobile devices than on their TV sets according to a study by Blinkx. Among 18-24 year olds, 75% view more content on their mobile devices than on TV or a desktop computer. With connected TV on the rise and 35% of people accessing content on demand through their TVs, the way users consume and demand content has fundamentally changed. The study also reveals that social networks are playing an increasingly influential role in online behavior. 63% of 19-24 year olds rely on recommendations via social media to find content they are interested in, and 42% search for information from video content.

Twitter Blocks Neo-Nazi Tweets in Germany
The  Twitter account of a neo-Nazi group has been blocked in Germany in response to a request by authorities in that country. It is the first case of Twitter blocking a an account in just one country, nine months after the company announced the ability to withhold content in specific countries while still allowing it to be shown to the rest of the world. The @hannoverticker account is used by a group called Besseres Hannover (Better Hannover), which promotes Nazi ideals. Lower Saxony officials asked Twitter to close the account and not allow the group to open any substitute accounts.

Noteworthy Campaigns

Airliner Crowdsources First Destination Of Its New Dreamliner 787
Thomson Airlines is asking customers to help decide where its new Dreamliner 787 plane should travel for its first flight. The company released an interactive infographic called the “Dreamliner Dash,” which gives the new plane an espionage-themed backstory. At the end of the graphic, viewers are asked to choose a destination for the company’s next route – Mexico’s Pacific Coast, Brazil, South Africa or Thailand. Those that participate are also entered to win prizes. The Dreamliner can fly non-stop for 8,000 miles, which is why the four destinations are international. Click here to view the infographic and choose your destination!

Anti-Sugary Soda Film Goes Viral
The Real Bears,” an animated online video produced by the Center for Science in the Public Interest to dramatize the health impacts of over consumption of soda, reached over 1.4 million views this week since it’s launch on October 10. The short film, who’s creation was overseen by advertising guru Alex Bogusky, tells the story of a family of polar bears that are bombarded by soda advertising, experiencing all kinds of health problems after drinking the soda, and ultimately pour their sodas into the ocean. The video features an original son by Jason Mraz. The CSPI says the video spread rapidly on Facebook and Twitter after USA Today called it the “video Coca-cola does not want you to see.” To keep momentum going, the CSPI is launching a crowdsourcing contest – recruiting videos of people pouring out their sodas. The winning video will receive $1,000.

Ocean Spray’s Bog-osphere On The Road Again
Ocean Spray is once again bringing its tiny, tart fruit bogs across America, this time setting up shop in New England’s Gillette Stadium, New York’s Rockefeller Center and Walt Disney World. The moveable cranberry bog, which demonstrates how cranberries are harvested and why they float, measures 1,500 square feet and is packed with fresh berries. The event includes demonstrations from bartenders and a newly added social component. The cooperative is inviting drinkers to find their “perfect cocktail compliment” with a “Liquid Identity” app on its Facebook Page. The Facebook page also includes a $5,000 contest. The brand’s Twitter profile is also rewarding those with the best cran-inspired tweets with $100. Additionally, there is a Pinterest push – the brand is asking users to post pictures of cranberry recipes, cocktails and creations.

Visual Storytelling

Written by: Larry Weintraub
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(image credit: artist Koen Demuynck)

We love stories. When we were kids we insisted that our parents read us one more story every night before we went to bed. Or better yet, make one up! Look at the television shows we watch now. Shows like Game of Thrones and Mad Men are essentially mini movies that we get to watch every week. The quality. The stories. What about reality shows? American Idol, Deadliest Catch, Restaurant Impossible, The Bachelor. These are weekly stories that have villains, plots, resolutions. We’re so hungry for these fantastic stories and we are lucky that they just keep coming.

And we’re starting to watch these stories in new ways. Look at the KONY video.  Nearly 90 Million people have watched a 30 minute movie on YouTube. I repeat, a 30 minute movie! Not an 80 second video about a cat or talking babies, an important documentary.

Meanwhile our phones are quickly becoming both a primary tool for viewing movies, television, and Internet-based videos as well as a significant source of creation. That iOS or Android piece of technology you carry around in your pocket has the ability to take photos with the same high resolution quality that were previously only attributed to devices made by the likes of Nikon or Canon.  Remember when you carried a phone, a camera, and a video camera to your kid’s birthday party? Like most other parents, I only carry one now, my iPhone.

As we take these lusciously vivid new photos at a mammoth pace, inventions like Pinterest and Instagram are helping us share them with the world.  Each photo tells a story of where we are, where we’ve been, or where we hope to go.  And each time a friend comments on or re-pins our photos, the story takes on new meaning for that person.  Then there is the complete personification of visual storytelling, the new Facebook timeline.  Photos are now so rich and large and the timeline enables us to tell the chronological story of our brand or our lives.

Many brands are taking advantage of the new Facebook timeline, but one brand stands out head and shoulders above the rest.  That brand is Red Bull.  The company whose energy drink sold over four and half billion cans last year and boasts 60% market share over a thousand competitors doesn’t do a ton of traditional advertising.  Sure, you’ve seen the ads about Red Bull giving you wings, but for the most part, we don’t see a ton of commercials or billboards. What we do see is that colorful logo plastered on every crazy extreme athlete with a death wish.   Red Bull epitomizes a brand entrenched in visual storytelling.

When Facebook timeline went live, Red Bull jumped in head first.  From the lead graphic to the individual photos on their profile, every image tells a compelling story.  Some subtle, some overt.

To get you to discover all the fascinating images and the history of Red Bull, they even put together a scavenger hunt that asked you to navigate through all the rich content on their Facebook page.

And Red Bull does so much more than just great photos.  They are also highly focused on video and film.  Each of their events and all of their sponsored athletes are documented by some of the best action filmmakers on the planet.  Check out their YouTube channel and you’ll find nearly 2,000 videos with hundreds of thousands of subscribers and a quarter of a billion views.

And finally, look at Red Bull’s website.

The site is dedicated to sports, culture, events, music, film, games, and if you look really hard, you might find a link to their product.

Red Bull breaks the rules.  It is lifestyle, story, visuals, and culture first… product last.  And it works.

Red Bull has taken a serious stance on visual storytelling.  And yes, it can work for everyone.  We’re visual people.  We love great images and great stories, and we’re more apt to buy from those who can show us what they are about.  Visual Storytelling is a trend and it will only get bigger and better as technology makes it easier and easier to tell our stories.

Klout Launches Topical Brand Pages

Written by: Tom Edwards
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Back in January I wrote about 3 brand benefits of Klout. Today, Klout launched brand squads, which is their version of brand pages into beta with Red bull as their primary launch partner with more to come in upcoming weeks. Red Bull was also a key innovator with the launch of Facebook timeline for brands as I recently covered as well.

In recent conversations with Klout’s Garth Holsinger, he provided insight into the release of brand pages for Klout. “Previously, a brand was treated like an individual user, which in some cases does not necessarily make the most sense as a Klout score for a brand should mean something different.”

With the new release, Garth’s words ring true in that the new squad pages uncover the top influencers associated with the brand (topic) as well as showcasing the latest Red Bull content and providing a platform for the brand to directly reward influencers with brand centric perks.

Below is an example of the initial beta for the new Red Bull squad page

This presents an interesting dynamic for brands, as they are able to reward those individuals that are already passionate about the brand vs. pushing content to individuals to consume. By aligning influencers directly with the brand, it provides an easy point of connection between brand & influencer.

The example below showcases the top 1000 influencers tied to the topic of Red Bull

The top influencers are determined by +K’s which are given to other users who are influential around specific topics. Note that +K’s are specific to the Klout platform meaning, users who are already engaged with Klout directly are influencing the allocation of +K’s vs. simply using a users Klout score. This is a key point to consider for brands looking to solely use Klout squads as a primary influencer identification & engagement channel.

Top influencers also have an opportunity to receive a news associated with the brand as well as access to brand perks that are centralized within the topical brand page vs. the normal perks location via the navigation.

Normally, perks are exclusive products or experiences that users can earn based on their overall influence tied to their Klout score that are distributed to select influencers based on their topics of authority, location & score. With the introduction of squads, a secondary level of perk associated with topic specific influencers are also available. I have a request in to Klout to confirm if the topical perks are also associated with a premium cost similar to the existing perks program.

This is a significant step forward for Klout as it creates a more relevant experience for brands vs. treating brands as an individual and applying the Klout algorithm solely based on the brands published content. This new model makes more sense from a brand perspective. It will be interesting to see how the topically driven influencers begin to align as the system is predicated on klout’s proprietary +K’s.

Follow Tom @Blackfin360

Red Bull Facebook Timeline Timewarp

Written by: Tom Edwards
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The roll-out of Facebook Timeline for brands on leap day proved to be a showcase for brands that were a part of the private beta prior to the roll-out. One of the clear winners out of the gate was Red Bull. Not only has the brand done a great job of seeding milestone content since it’s founding, they launched an incredibly compelling scavenger hunt that spans the history of the company and integrates brand milestones in a seamless manner with the hunt.

By pinning the contest, Red Bull is highlighting the campaign for 7 days and ensures that any user that drops onto their timeline is met with an inviting opportunity to join the hunt. Terms and conditions are linked to an app that houses the rules of the contest.

Here is the app housing the terms & conditions. Note that canvas apps now have a width of 810 px.

Step 1 – The initial clue called for a user to go back to the 1st Red Bull ever sold. The next step was to identify the date on the bottom of the can for the next clue.

Step 2 – By applying an Instagram type filter and a clue to “look outside the box” the next date was revealed as part of the image frame.

Step 3 – Next, Red Bull pulled in a Spotify play-list image to unlock the next clue.

Step 4 – This clue took a moment as the border states this is a clue. Pull up the image and step back and “clear your mind” and the next date is revealed.

Step 5 – This clue took the longest for me to work through. Driven by a clue by Red Bull in the comments RE: CAPS, I took the first capped letters in the message to unveil the phrase “Find the Timecodes”. This referenced the 4 images below and the time in the YouTube video where they appear to reveal the next date.

Step 6 – This clues photo was tagged with “Anna Graham” and the comment clue was “a rag man” or anagram. Which is simply a puzzle to unscramble the words to form a new phrase. By taking the clues I was able to unlock the final clue.

Step 7 – The final step proved to be the most difficult of the 7 as it was based on clues using prime numbers combined with the final clue of 2=a & 3=x to decipher the final location of the Timeline Timewarp web-site along with the password to complete the scavenger hunt.

Once you decipher the last riddle you are taken to a “secret” landing page for one final challenge ;)

Yes, I won a prize!!!

The level of complexity associated with the hunt and the true integration into elements of timeline made the experience fun and engaging, but I question the duration of engagement for the average consumer to stay engaged throughout. I would love to see the level of fall-off at each given stage of the promotion.

You can tell some people really enjoyed the challenge

Regardless, it is the first example of a compelling brand promotion leveraging Timeline.