Who is Red Bull, really?
Among the existential questions that plague humanity, maybe this one is not as high on philosophers’ radar. But for those interested in the state and future of branded content, it’s one worth asking.
First, they were a company known for making hyper-caffeinated drinks; then, they were an energy drink company that was surprisingly content-savvy. Now, they’re beginning to firmly look like media company that happens to sell an energy drink, as The Content Strategist’s James O’Brien foretold 18 months ago.
Perhaps nothing helps shape the answer to the question of who Red Bull is right now more than the release of a new app, RedBull.com, and the update of another, Red Bull TV, which seem to showcase the company’s identity—as it stands today, anyhow.
According to Gordon Plutsky, VP of Marketing at Digital Bungalow, what Red Bull is doing is in some ways classic content marketing, but taken to the highest degree seen thus far.