Red Bull's new feature film draws critical acclaim

Red Bull's new feature film draws critical acclaim
SHARE
THIS


What best describes you?

EXCLUSIVE: Branded content is reaching new heights of sophistication and recognition, with a new documentary funded entirely by Red Bull premiering to critical acclaim at New York’s Tribeca Film Festival.

Entitled McConkey (see teaser clip below), the film charts the rise and fall of adrenalin sporting junkie Shane McConkey and was commissioned by Red Bull Media House – the same creators of last year’s Art of Flight, which also had a theatrical release.

Since its premiere on Monday at the festival founded by screen legend, Robert De Niro, the film has been commended as “worthy of the big screen” by The Hollywood Reporter and “remarkable” by the Los Angeles Times.

McConkey comes hot on the heels of a short film funded by GE late last year called Meet Mr Toilet which was selected from GE’s ‘Focus Forward’ short film series to premiere at Sundance Film Festival.

Once upon a time the concept of branded content attracting artistic recognition was impossible to fathom.

But today both of these brands are forging the sector’s evolution, bestowing more and more resources upon, and yielding more and more creative power to, passionate independent filmmakers.

“Content is king. We always will put the brand secondary to a good story and good filmmaking. We are trying to pull away from what I call the ‘can in hand’ approach,” said Greg Jacobs, head of distribution, Red Bull Media House.

“[The audeince] will know who brought them these stories and they will know that we put them where they could find them. They will know it’s Red Bull. We don’t need to hit them over the head, and if brands are hitting you over the head then they don’t understand the space.”

Both Jacobs and GE’s executive director of global brand marketing, Linda Boff, spoke as part of a branded content panel at Tribeca Film Festival this week.

Ironically, branded content can be a highly effective way to build brands but only when visible branding is minimised. Focusing on engaging stories which align, subtly, with brand values and attributes, is the best way to genuinely engage audiences.

“Invention, progress and innovation is our heritage. So that’s what we try to mirror in our marketing,” said Boff.

“When we are able to tell our story in a way that’s fresh and contemporary we get extra credit for it. People kind of double click in and say ‘Wow, you’re working with all these cool filmmakers’, or ‘you were one of the first brands on Instagram’.

“It’s all about brand adjacency. For us there was a very focused strategy about releasing [our Focus Forward films] at top film festivals, and I think it’s critical to get that sort of association.”

While capturing stories of extreme endeavours forms an integral part of building Red Bull’s brand, the energy drink company has elevated the purpose of its content to a whole new level.

“I have one goal which is revenue,” said Jacobs. “[Red Bull Media House] is a revenue-centric company.”

With content production now a significant revenue stream for the brand, Jacobs is focused on distributing it in the most profitable manner.

The content created around Felix Baumgartner’s celebrated space jump earlier this year, which was also funded by Red Bull, not only sky-rocketed the brand to global stardom but poured money into the corporate coffers.

“We did a deal with Discovery linear then with YouTube digital.  We had eight million concurrent views on the internet. What I realised was that we can now take Stratos to all these different facets and make it work and monetise it. That put us on the map,” he said.

Now, with so many possible distribution channels, Jacobs believes the future of branded content is burning bright. But perfecting the channel mix is going to be a big challenge for everyone.

“If somebody tells you they understand the media business today they are lying to you. It is a decentralised market place there is so much opportunity out there. 

“You can do a little bit here on theatrical, a little bit there on subscription video on demand (SVOD) and Netflix, you can have a linear play, you can go do electronic sell-through (EST). How awesome is that.

“You create a really cool piece of content and you do some windowing and you let it go.”

GE’s Boff agrees. “If you try to control too much then I think you lose the opportunity for authenticity… These days with social and digital part of what we have to do is let go of the brand a little bit.”

* Maddie Ross is currently on the ground in Tribeca documenting the Festival for B&T

http://www.youtube.com/watch?v=pelGCbQd4n8

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]