Jumping from Space

This is singlehandedly the most amazing picture of 2012.

Felix Baumgartner, an Austrian expert skydiver (coolest title ever), jumped from the edge of outer space yesterday, and became the first person to break the speed of sound unassisted by mechanical force. It was just Felix and gravity.  He jumped from 24 miles above the earth’s surface and ended up falling at over 800 mph. The Red Bull Stratos project inspired the world yesterday.

Surely such a feat of human engineering was directed by NASA or the federal government. The entire thing was brought to you by… an energy drink? In what has now set the bar for the greatest marketing effort in history, Red Bull shot for the stars with this one (bad pun intended) and funded the entire mission, from research and preparation, to execution and broadcast. To say it paid off is a massive understatement. Companies today pay millions of dollars to broadcast or print advertisements for a few seconds that most people ignore. Over 8 million people around the world directly participated in the event – and had to make an effort to do so – that had Red Bull logos everywhere and reinforced Red Bull is more than a company or product, it is a lifestyle that you want to be a part of.  For a company with the slogan “Red Bull gives you wings”, is there any better marketing stunt? Best of all, not one part of it felt forced.  It is a part of their DNA.  Can you imagine if Chevy did this? It wouldn’t feel authentic.

There are some great lessons that can be gleaned from this experience, for all companies, as Web Smith points out. While Red Bull spent a fortune on this, it was in such a pioneering way, the return on investment is far greater than an equal, or greater, sum spent elsewhere. They were also certain to prime the (worldwide) audience for a long time leading up to the event, ensuring maximum exposure. As tired of a cliche “think outside the box” is, imagine the conversation within the halls of Red Bull the day someone suggested having someone parachute from 24 miles above the earth to break the speed of sound unassisted. Most companies would have put that person in the “crazy” corner, or ignored him or her altogether.

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