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CASE STUDY

Redbull Viral Video Case Study

Social Media Marketing Case study for Red Bull

The Scenario:

Energy drink Red Bull wants to launch a campaign to appeal to the ambitious streak of people who want to climb the corporate ladder through performance. It poses Red Bull as a drink that helps them to reach this goal, as the active ingredients in it enable one to give peak performance and thus rise to the top.

Idea: The essence of the entire campaign is, 'Why climb the career ladder when you can fly!’

Campaign:'Corporate Chamcha' Video Campaign

Client : Red Bull India Pvt. Ltd

Duration: 2 week

The Challenge:

The digitally focused campaign is a tongue-in-cheek take on the Indian corporate culture, where a corporate 'chamcha' is ready to do anything to climb the career ladder.

As part of the campaign, Red Bull is launching a viral video on YouTube. Titled 'Corporate Chamcha', the film shows how ridiculous it is to be a 'chamcha' and presents an alternate way to reach the top.

It biggest challenge here was to carefully design the campaign and deal with people without sounding offensive and yet leave a mark within a short span of 2 weeks.

The Solution:

TBS researched and targeted media in the following verticals:IT, FMCG, Durable Goods, Retailers, Automobiles, Urban Lifestyle, Humor/General Entertainment, News Outlets and Bollywood.

TBS reached out to every community and corporate group available on internet to accelerate the campaigns.

TBS kept pushing it through creative, compelling messaging on top-tier sites, blogs, forums, and online social networks.

Video Details :

The Outcome:

Video gained apprehension on account of the imaginative and alluring mode of communication weaved in by the TBS content team.

The unrealistic target was made achievable with the blood and sweat of TBS team. The Video received 2.9 Million hits in just 12 days.

SMM

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