Red Bull’s unparalleled achievement of worldwide, cult-like recognition is the pinnacle of what The Gathering represents.  The brand was an obvious choice. The most amazing thing? Discovering the humble culture and singular ethos behind the world’s must adrenaline-soaked brand.

Before Felix Baumgartner jumped through space, athletes hurtled down ice-covered slopes on hockey skates and Red Bull revolutionized the world of extreme sports, there were Wings Teams.

Mobilizing an Army of Brand Ambassadors

The concept is simple. Teams of college students find people in a moment of need — at sporting events, cramming for exams, partying, heading out on a road trip — and hand them a can of Red Bull. Instead of telling customers to buy their product, they give them a chance to discover what it allows them to achieve.

A part of Red Bull since the beginning, the Wings Team program has been replicated around the world and is the first strategy the brand will employ when entering a new market.

Driven by Purpose

Find it hard to reconcile that simple, personalized interaction with a mega-brand that’s sold over 35 billion cans of its product world-wide?

Don’t.

At the core of the strategy is the powerful creed that defines the entire Red Bull universe: It’s not about selling an energy drink. It’s about showcasing everything energy enables you to do.

At the core of the strategy is the powerful creed that defines the entire Red Bull universe: It’s not about selling an energy drink. It’s about showcasing everything energy enables you to do.

Red Bull embodies that mindset by challenging consumers to dream of what they can achieve when they are fully energized, then showing the world what’s possible in record-breaking, mind-blowing ways.

“We definitely don’t employ the traditional marketing tactics,” says Arun Hozack, Vice President of Marketing for Red Bull North America. “For us, it really is about being able to come up with concepts and ideas that are going to resonate with consumers first and foremost, and the success is not necessarily measured on short-term sales. That’s not the driving factors behind the decisions.”

A Culture of Innovation, Creativity & Courage

Take a look at Red Bull’s website and social media channels. You can watch the best and brightest professional athletes achieve the unthinkable, but you won’t find a can of the product. Cult brands understand that actions speak louder than words, and Red Bull delivers on its extraordinary promise of giving people wings.

Cult brands also know they need to think bigger and brighter than their competition and Red Bull does this like nobody else. It has invented and dominated the energy drink market, but it’s also created a lifestyle and a culture of innovation, creativity and courage.

From Formula One to Crashed Ice to the Red Bull Music Academy, Red Bull doesn’t just sponsor things. Its brand leaders own them and don’t rest until they’re the best of the field. Powerful partnerships with world-class athletes aren’t about peddling a product. Red Bull gives the athletes the ability to showcase what they do on a global stage.

It comes down to discovering potential, not profit—a strategy that delivers results so much more engaging than can be found in traditional marketing.

It comes down to discovering potential, not profit—a strategy that delivers results so much more engaging than can be found in traditional marketing.

As Hozack explains, “I think you can always count on Red Bull to create, implement and execute brand moments that are inspiring and engaging.”

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