Chapter 7: How brand journalism gives Red Bull wings

Additional resources

These links take you to further insights into how Red Bull functions as a media company

Red Bull Media House: showing what it really means to transform yourself into a media brand http://www.fastcompany.com/most-innovative-companies/2012/red-bull-media-house

Red Bull’s Felix Baumgartner stunt was a masterclass in brand building:

http://www.telegraph.co.uk/journalists/laurence-green/9622584/Think-Tank-Red-Bulls-Felix-Baumgartner-stunt-was-a-masterclass-in-brand-building.html

What’s next for Red Bull Media House http://www.guardian.co.uk/media-network/media-network-blog/2013/apr/18/red-bull-koppel

Links

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk

1 Red Bull Media House

http://www.redbullmediahouse.com/

2 Lisa Kimmel, writing on what brands can learn from Red Bull’s evolution to a media company

http://edelman.ca/2012/06/07/what-brands-can-learn-from-red-bulls-evolution-to-a-media-company/

3 Hal Halpin writing on iMedia Connection http://www.imediaconnection.com/article_full.aspx?id=32168

4 Karlene Lukovitz writing on Mediapost

http://www.mediapost.com/publications/article/171130/top-social-engagement-brands-make-me-statements.html

5 Lisa Kimmel, writing on Edelman

http://edelman.ca/2012/06/07/what-brands-can-learn-from-red-bulls-evolution-to-a-media-company/

6 Steve Rubel, writing on Mashable

http://mashable.com/2011/05/14/steve-rubel-authority/

7 Nate Warner, Red Bull’s digital marketing director, quoted on the University of Montana’s school of business administration’s website

http://www.business.umt.edu/Soba/featureStories/redbullmarketing.aspx

8 The Art of Flight video http://artofflightmovie.com/ or on the Brand journalism website url needed)

9 Red Bull Signature Series http://www.redbullsignatureseries.com/

10 Morgan Barnhart, writing on Socialize With Us

http://www.blogengage.com/story.php?title=how-red-bull-is-dominating-social-media

11 Callan Green, writing on Mashable http://mashable.com/2009/06/16/killer-facebook-fan-pages/

12 Morgan Barnhart, writing on Socialize With Us

http://www.blogengage.com/story.php?title=how-red-bull-is-dominating-social-media

13 Erica Swallow, writing at the Content Strategist blog

http://contently.com/blog/red-bull-media-house/

14 Anthonia Akitunde, writing in Fortune http://tech.fortune.cnn.com/2012/05/30/brands-are-learning-to-say-cheese/

15 Andrew Nystrom, on his Pinterest account http://pinterest.com/adnys/red-bull-social-digital-media/

16 Business Insider

http://www.businessinsider.com/these-brands-are-doing-amazing-things-with-instagram-2012-6#red-bull-2

17 Megan Farmer, writing on MissCommunication

http://megfarmer.blogspot.co.uk/2012/05/4-best-ways-to-use-pinterest-for-your.html

18 Red Bull Social + Digital Media board

http://pinterest.com/adnys/red-bull-social-digital-media/

19 Red Bull Arcade of games on Facebook

https://www.facebook.com/redbull?v=app_9279253524

20 iMedia Connection on Red Bull gaming

http://www.imediaconnection.com/iMedia25/2011/brands-redefining-social-media/Red-Bull/PrintView/

21 Hal Halpin, writing on iMedia Connection http://www.imediaconnection.com/article_full.aspx?id=32168

22 Fitocracy https://www.fitocracy.com/accounts/login/?next=/home/

23 Mashable, writing about Flitocracy

http://mashable.com/2012/02/03/red-bull-fitocracy/

24 Red Bull TV http://live.redbull.tv/

25 Red Bull Music Academy Radio http://www.rbmaradio.com/

26 Red Bull Records http://redbullrecords.com/

27 The Red Bulletin

http://www.redbullusa.com/cs/Satellite/en_US/Red-Bulletin-Magazine/001243140905767

28 Nat Ives, writing in AdAge

http://adage.com/article/media/red-bull-brings-red-bulletin-magazine-u-s/227441/

29 Red Bull Content Pool http://www.redbullmediahouse.com/content/red-bullcontent-pool.html

30 Lisa Kimmel, writing on Edelman Canada

http://edelman.ca/2012/06/07/what-brands-can-learn-from-red-bulls-evolution-to-a-media-company/

31 Matt Wesson, writing on the Pardot blog

http://www.pardot.com/ideas/3-content-lessons-learned-red-bull-soapbox-race-atlanta