运营最久的安徽SEO推广与谷歌竞价推广提成策略
运营最久的安徽SEO推广与谷歌竞价推广提成策略
Longest-running Anhui SEO Promotion and Google Bidding Commission Strategies
红牛敢死队：全球最"玩命"的极限品牌营销
Red Bull's Daredevils: The World's Most "Death-defying" Extreme Brand Marketing
你可以没喝过这款功能饮料，但我想，一定听说过它的名头——红牛。作为全世界最受欢迎的能量饮料之一，2019年，红牛在全球范围内共销售了50亿份红牛能量饮料，截至2020年，该公司的全球收入为63.1亿欧元。
You may not have tasted this energy drink, but I believe you must have heard of its name - Red Bull. As one of the world's most popular energy drinks, in 2019 alone, Red Bull sold 5 billion cans globally, with revenues reaching €6.31 billion by 2020.
很多时候，这样一家看似"正经"的商业公司，在营销上无疑非常极端。它乐于赞助一群喜欢在作死边缘疯狂试探的"极限疯子"，用让人肾上腺素飙升的方式进行最硬核的品牌营销。
What's fascinating is how this seemingly "serious" company adopts extremely unconventional marketing strategies. It enthusiastically sponsors daredevils who constantly push human limits, creating adrenaline-pumping brand campaigns.
从泰国小饮料到全球品牌
From Thai Local Drink to Global Brand
Red Bull（红牛）是一家来自奥地利的能量饮料公司，成立于1987年。当时，奥地利的一位年轻人马特希茨在泰国当地发现了一种特色能量饮料能让人提神醒脑，他大受启发，回国后，通过修改几种成分以适合西方人的味蕾，成功研发出第一款多功能饮料，并取名为Red Bull（红牛）。
Red Bull is an Austrian energy drink company founded in 1987. The story began when Austrian entrepreneur Dietrich Mateschitz discovered a local Thai energy drink that boosted alertness. Inspired, he adapted the formula for Western tastes and created the first multifunctional energy drink named Red Bull.
极限营销：红牛的品牌DNA
Extreme Marketing: Red Bull's Brand DNA
红牛开始赞助音乐节和体育赛事、活动，还创造了优质的内容，使公司逐渐声名鹊起，并很快走向国际市场。不过作为单一的饮料牌子，如果要在国际市场上和其它知名品牌相抗争，就要另辟新径，更能抓住消费者的眼球。
Red Bull began sponsoring music festivals and sporting events while creating premium content, quickly gaining international recognition. However, to compete with established global brands, it needed a unique approach to capture consumer attention.
于是，马特希茨瞄上了最让人肾上腺素激增的极限项目，不仅邀请极限运动员代言，还开始赞助F1赛车、攀登冰山、滑翔、跳伞、翼装飞行等高风险运动。截止到2012年，红牛在全球赞助了600名极限运动员，涉及了160种惊险的运动项目。
Mateschitz turned to extreme sports that spike adrenaline - sponsoring F1 racing, ice climbing, paragliding, skydiving, wingsuit flying and more. By 2012, Red Bull was sponsoring 600 extreme athletes across 160 dangerous sports worldwide.
标志性营销案例：平流层跳伞
Iconic Marketing Case: Stratosphere Jump
2012年，红牛发起了一项举世瞩目的挑战——红牛平流层计划（Red Bull Stratos）。这项挑战只为了证明：人在自由落体运动的时候，能否突破音障。挑战者是奥地利极限跳伞运动员菲利克斯·鲍姆格特纳，他乘坐氦气球，直接干到平流层，离地面38969米高的太空边缘，心里默念圣母玛利亚，而后一跃而下。
In 2012, Red Bull launched the groundbreaking Red Bull Stratos mission to test if humans could break the sound barrier in freefall. Austrian skydiver Felix Baumgartner ascended to 38,969 meters in a helium balloon before jumping from the stratosphere's edge.
这一跳，不仅验证了人在自由落体能突破音速，同时还打破三项官方世界记录当天在YouTube的同步直播就收获了800万观看人数，而直播视频更是成功入选《广告时代》年度十大病毒视频。
The jump not only proved humans could break the sound barrier in freefall but also set three world records. The YouTube livestream attracted 8 million concurrent viewers, and the video made Ad Age's Top 10 Viral Videos of the Year.
红牛媒体之家：内容营销的典范
Red Bull Media House: Content Marketing Masterclass
红牛媒体之家（Red Bull Media House）在2007年成立，涉及唱片公司，纪录片拍摄，电影制作等。而且据了解，该公司有包括作家、运动员、编辑、导演等来自各领域的专长人士，员工总数超过135人。
Established in 2007, Red Bull Media House operates in music production, documentary filming, and movie making. With over 135 specialized staff including writers, athletes, editors and directors, it handles all content creation in-house.
在YouTube上，红牛至今已拥有超1000万订阅者，Instagram上有1500万粉丝，Facebook上有4800万点赞，在Twitter上有200多万粉丝。而在油管上，它们的官方频道最高视频播放量甚至达到了1.55亿次。
Red Bull's YouTube channel boasts over 10 million subscribers, with 15 million Instagram followers, 48 million Facebook likes, and 2+ million Twitter followers. Their most-viewed YouTube video has reached 155 million views.
营销启示：超越传统的品牌建设
Marketing Insights: Transcending Traditional Branding
可口可乐前任全球营销副总裁哈维尔·桑切斯·拉米拉斯曾这么描述红牛："红牛已经建立起一个以自己的核心品牌承诺（Red Bull gives you wings）为主体内容的极限运动专有网络。但让人惊掉下巴的是，红牛为此支付的费用与传统的广告赞助相比，简直是九牛一毛，换来的收益却不可估量。"
Former Coca-Cola VP Javier Sanchez Lamelas remarked: "Red Bull built an extreme sports network around its core promise ('Red Bull gives you wings'). Astonishingly, their investment is minimal compared to traditional advertising, yet the returns are immeasurable."
对于用赞助极限运动的方式进行营销，大多数人对红牛的看法都褒贬不一。有人觉得红牛这是用高薪诱惑运动员为他卖命，博取大众眼球赚流量。有人则觉得红牛一直都在奉行极限运动的真谛，挑战自我、突破自我和发掘人类极限，也创造了很多至今仍觉得不可思议的奇迹。
Opinions on Red Bull's extreme sports sponsorships are divided. Critics argue it exploits athletes for publicity, while supporters believe it embodies the spirit of pushing human limits and has created incredible achievements.
红牛创始人马特施茨表态道："红牛媒体工作室的成立并不意味着红牛想从饮料业向媒体业转变，我们所做的这一切都只是为了提高红牛品牌的价值与形象，传达红牛健康的能量生活方式。"
Founder Mateschitz clarified: "Creating Red Bull Media House doesn't mean shifting from beverages to media. Everything we do enhances brand value and promotes Red Bull's energetic lifestyle."
似乎，相比于把产品带给消费者，红牛更倾向于用运动来告诉消费者：你瞧，生活就是要永远热血，永远激情四射，年轻人，用你喜欢的方式活着吧，只要你觉得足够酷，那就够了。
Rather than just selling products, Red Bull uses sports to convey: "Life should be passionate and exciting. Live boldly in your own way - if it feels cool, that's all that matters."
