What is Brand Activation?

Brand Activation is the unified integration of all the available (whether online or offline) communication source to create experience based events where people can actually relates themselves with the brand. The objectives of Brand activation is to engage the customers emotionally and create trust among them.

How Brand Activation of Red Bull is different from other brands?

Most of brands generally focus on the advertising their media instead of their content. They spend 5 to 10 times on advertisements to try and promote that stuff which is of least importance to the people. Thus projecting something forcefully to the people generally tends to deteriorate the value of the brand.

Red Bull invest in persuasive experiences and focuses more on content. It leads to unique activation of brand in the minds of consumers with their sole participation in those events. Red Bull uncover their content through the combination of different channels like Word of Mouth, Public Relation, & pull media. They invest heavily in content & experience as they feel if they build cool things, people will approach them and talk about the same.

Brand Activation Techniques of Red Bull

A. Red Bull Air Race –
Red Bull Air Race becomes the biggest sport event in Brazilian history. One million people turned out for this event. It was the best racing event organized by Red Bull.

(Source: http://www.redbull.com/cs/Satellite/en_INT/Event/Red-Bull-Air-Race-Brazil-021242831766641)

The race for 2014 is organized at Abu Dhabi, UAE

B. Red Bull Flugtag –
Red Bull goes to many cities every year and offers people to participate in their events. Flugtag event is based on human powered flying machines in which the participants has to create their own homemade flying machines. Those machines is then allowed to roll down a ramp and launch over