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

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

What’s next for Red Bull Media House


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

1 Red Bull Media House

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

3 Hal Halpin writing on iMedia Connection

4 Karlene Lukovitz writing on Mediapost

5 Lisa Kimmel, writing on Edelman

6 Steve Rubel, writing on Mashable

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

8 The Art of Flight video or on the Brand journalism website url needed)

9 Red Bull Signature Series

10 Morgan Barnhart, writing on Socialize With Us

11 Callan Green, writing on Mashable

12 Morgan Barnhart, writing on Socialize With Us

13 Erica Swallow, writing at the Content Strategist blog

14 Anthonia Akitunde, writing in Fortune

15 Andrew Nystrom, on his Pinterest account

16 Business Insider

17 Megan Farmer, writing on MissCommunication

18 Red Bull Social + Digital Media board

19 Red Bull Arcade of games on Facebook

20 iMedia Connection on Red Bull gaming

21 Hal Halpin, writing on iMedia Connection

22 Fitocracy

23 Mashable, writing about Flitocracy

24 Red Bull TV

25 Red Bull Music Academy Radio

26 Red Bull Records

27 The Red Bulletin

28 Nat Ives, writing in AdAge

29 Red Bull Content Pool

30 Lisa Kimmel, writing on Edelman Canada

31 Matt Wesson, writing on the Pardot blog