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Reading: Red Bull aiming for social domination in new campaign
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B&T > Advertising > Red Bull aiming for social domination in new campaign
Advertising

Red Bull aiming for social domination in new campaign

Staff Writers
Published on: 25th January 2013 at 11:51 AM
Staff Writers
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Red Bull is set to roll out its stirring new campaign during the men’s final of the Australian Open this weekend, and hopes to make the hashtag #givesyouwings prevalent on Twitter.

The new 60-second TVC features several of their top athletes including Australian surfer Julian Wilson and space-jumper Felix Baumgartner, sharing stories of how the brand helped them realise their dreams.

Building on the ‘Red Bull Gives You Wings’ slogan, the campaign launched in the US last month and has already attracted nearly a million views on YouTube.

Despite having a large above-the-line element the campaign is aiming to get the hashtag into common use when people are sharing their amazing tales on social media.

Marketing director Andrew Waddel said: “'Red Bull Gives You Wings' is our unique brand proposition and this campaign is about reinforcing our positioning and creating a deeper connection between the consumer and Red Bull.

“By working with athletes that have achieved amazing feats, we aim to communicate the breadth and depth of the World of Red Bull and establish that Red Bull gives wings to people and ideas in a unique way.

“We want to share this content with consumers and inspire them to share their own stories.”

The 12-month all-media campaign will also feature local content featuring Australian athletes Mick Fanning, Robbie Maddison, Russ Henshaw, Sally Fitzgibbons and Josh Sheehan.

What do you think of the new ad? Leave your comments using the form below.

http://www.youtube.com/watch?v=Ti2Lm4hb2ZY

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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