To capitalize on the Redbull-sponsored Felix Baumgartner skydive from space, the brand has enlisted Syyn Labs, a Los-Angeles-based creative collective best known for creating This Too Shall Pass (Ok Go that with over 38 million YouTube) to create an epic athlete-powered Rube Goldberg machine. Since its release on Nov. 11, the video has already garnered 9 million views. One of the most risk-taking and innovative brands in the world, Redbull continues to think of ways to outdo itself, and its strategic partnerships continue to fuel the brand. A long way since the cutesy line-drawn commercials of “Redbull Gives You Wings.”
"We are there. We’re not seeing those platforms sell to us in a way that’s meaningful."
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- L’Oreal’s Rachel Weiss on Pinterest, Facebook, Tumblr, and Foursquare
Platforms HAVE to strengthen advertiser tools.
L’Oreal Paris’ latest app make recommendations of colors based on the users’ outfit of the day. Users can take a photograph, then choose makeup to match it, blend it or clash it. By taking a photograph of their outfit and selecting what type of matching they want (hot pink or nude lips with a neutral gray dress?), the app automatically generates a list of suggested makeup colors that go with the outfit. Genius.
"A brand’s identity should not only be defined statically or dynamically, but also iteratively through successive releases and behaviorally through interactions…Brands are temporal—their past, present, and future is available in one URL. This kind of interface demands iterative management…By using patterns, we place the brand in something, rather an on it."
"When brands become inculcated within culture, they are no longer in warehouses or on retail shelves. They are on bodies, in wardrobes, within the attitudes and behaviors of consumers."
"When you hear some marketers talk about Apple, you hear about emotive benefits associated with the brand: the cool design aesthetic, the imagery in the advertising, and the sense of community evoked by seeing people you respect with Apple products. This glosses over the product’s most important trait: functionality. Using an Apple product feels so natural, so intuitive, so transparent, that sometimes, even people paid to know what makes products great completely miss the cause of their addiction to Apple products. It’s the natural, intuitive transparency of the technology. The superlative product experience comes from an unusual combination of human and technical understanding, and it creates the foundation of all the other positive aspects of the brand."
"One of the things that is unique about Estée Lauder is the way it has an integrated approach to social and word of mouth. ‘You need to realize that this isn’t something you need to quarantine to your website. You need to roll it out to your stores and print promotions, to help support shopping decisions, and then measure the impact through the entire value chain.’"
"Santa Claus traditionally wore green until Coca-Cola began to promote him heavily in the 1950s. Now…Santa wears the colors of Coke."
— Brand Sense
Ever want to find out where the most awesome graffiti is in your city? Red Bull Street Art lets you tag known graffiti locations on streetview so everyone can see the best graffiti in the world. A clear move towards further positioning themselves as a “lifestyle” brand with this partnership. Fans of Redbull are supposed to connect drinking Redbull with being able to produce awesome graffiti. Is it working for you?
