Red Bull, the famous energy drink company, has basically transformed itself into a media company due to its capacity of creating big amounts of contents. Red bull acquired great success because it has produced content for the past 20 years to promote its brand, where their logo is clearly visible, but the drink is hardly ever mentioned.
Red bull was able to create a whole lifestyle around the brand: in this way people think that company is more than just an energy drink producer. The company associates contents of action, adrenaline and energy typical of extreme sports with the energy components of the drink itself. It positioned itself as a reference brand for a certain range of fans and establishing a relationship of trust and involvement with them. The brand awareness that Red Bull has established for itself is enormous: the user is aware that the content is provided by Redbull also through its visual elements that refer to it, but there are no explicit advertising or persuasive messages.
But, what is doing Red Bull?
The definition of Branded Content is very elastic, therefore the term has different meanings.
Branded content is broadly the practice of marketing via the development and the creation of original contents which are designed ad hoc starting from the themes and values of brand communication.
Branded content is produced not necessarily in order to promote but rather to raise awareness by associating it with media content that shares its values. Usually, studios or artistic producers entirely fund media content, but in branded content large part of the production is funded by private firms. These firms basically offer a product that does not belong to their core business and traditional product offering, while at the same time implementing the marketing strategy.
Branded content tries to satisfy the need of companies to create high-value content for their audience with the aim of encouraging the engagement of the target towards those contents.
The purpose of branded content is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods. There are many differences between traditional marketing and Branded Content: among these differences the most important is the switch from “push” to “pull” marketing. In fact, branded content relies on an ongoing conversation strategy, with the ultimate goal of establishing a long lasting relationship with consumers.
Branded Content can help brands reach different goals:
- higher brand awareness;
- more brand credibility;
- targeting new groups;
- promoting new products.
When a company have to create an idea for brand content, it has to answer to 5 questions about the content created according to “Column Five Media”:
- Will the content be interesting for our target?
- Can the content be distributed in order to reach the target?
- Will the content allow the brand to achieve its marketing objectives?
- Is the content based on an original idea?
- Does the content fit the brand?