Red Bull's mobile marketing campaign creates long-term fans

Energy drink company Red Bull is no stranger to mobile marketing campaigns.

Mobile Marketer explains that in the past, the company has launched games for iPhone and iPod touch, ran on-package call-to-action campaigns to drive adoption of a brand mobile augmented reality game and developed a proximity-based mobile coupon promotion targeted toward consumers with Bluetooth-enabled devices in convenience stores.

This past June, Red Bull ran a QR code campaign on bus shelters in New York to promote its Red Bull Creation event, where inventors were given 72 hours to create something useful, imaginative and inspiring for use in the future. 

Upon scanning the code, users were redirected to a video that displayed highlights of the challenge and showcased what they could expect.

So, when Red Bull used mobile marketing to promote its recent Crashed Ice event, it's no surprise that the results were a resounding success, the news source notes in a separate article.

The event, which took place on March 15 in Quebec City, Quebec, was an extreme sporting event that combined ice hockey, downhill skating and boardercross.

Working with mobile social network airG, Red Bull's Canada division worked on a campaign to drive registration for the event.

Using parameters such as age, gender and location, males between 18 and 35 across Canada were targeted, with an emphasis placed on those who showed interest in hockey and winter sports.

As a result, the campaign - which ran from January 14 to February 26 - accounted for more than 10 percent of registrants, 27 percent of which engaged with mobile during the event.

"Mobile is a personal medium and a marketer's dream for reaching a target market," said Omar Kaywan, mobile marketing manager at airG, as quoted by the media outlet. "Brands and agencies need to pay closer attention to mobile and it needs to be a bigger part of their media mix."

What's more, the initiative worked wonders for Red Bull's email communications, as more than 10 percent of those who registered for the event through mobile also elected to receive further communications via their smartphones.

This is an excellent example of how brands can engage customers not only prior to an opening, event or other situation, but maintain communication beyond that event to increase the lifetime of consumers' interest in a brand.