Welcome back to The Activation, where we breakdown branded worlds across sports and entertainment.
Our aim, to make you the smartest person in the room when it comes to sports and entertainment sponsorship activation.
Brought to you by End Product.
ACTIVATION SPOTLIGHT
If a Red Bull video appears in your feed, you watch it. Why?
It doesn’t matter if you care about the sport. It doesn’t matter if you even know what’s happening at first.
You’re pulled in, and before you realise it, you’ve watched a 45-second challenge that racks up millions of views.
The secret? Red Bull doesn’t act like a brand. They act like a creator.
Branded content is now the backbone to most successful partnerships.
But most of it is still underperforming.
Sorry to say this but most is too slow, too brand-first, and too forgettable.
Lacking purpose and propped up by paid spend.
Then there are brands like Red Bull, who have turned simple ideas into must-watch creator-level entertainment.
Everyone knows Red Bull are part drinks company part content marketing powerhouse, but do you know why their content works so well?
There are 4 lessons Red Bull nails every time that you should steal.
Each lesson is accompanied with an example from a different sport showing this can apply to any rights-holder and brand.
You fans demand it. The platforms demand it. Your partners (whether brand or rights-holder side) demand it.