Felix Baumgartner’s stratosphere skydive has been named the world’s best transmedia campaign for 2012 by The One Centre’s publication, Branded Arts Review.
The Red Bull Stratos project heads up the top five transmedia campaigns of the last 12 months, and the announcement coincides with the YouTube video of the event exceeding 32 million views.
John Ford, CEO of The One Centre (pictured), said: “The Red Bull Stratos project was a most outrageously ambitious execution of Red Bull’s extensive branded entertainment catalogue and like all great risks it has paid off ten-fold with immense attention and a huge ramp up in awareness of the brand.
“We have seen estimates that the campaign has garnered media attention worth about $155 million and it has been prominently features across all types of media, either paid, owned, or earned.”
Second in the top five was Coca-Cola’s ‘Move to the Beat of London’, the largest Olympics activation in Coca-Cola’s 84-year association with the games.
The other transmedia campaigns to make the top five were Intel and Toshiba’s ‘The Beauty Inside’, AT&T’s ‘Daybreak’ and Google’s ‘Exhibitions’.
Ford added: “With such spectacular and great branded arts and entertainment work being released in 2012, I predict 2013 will see an acceleration in the usage and impact of transmedia campaigns for brands across all marketing categories.”