Revving up the rails: Find out how this brand generated hype for its showcase event!
It's simply because this marketing strategy embodies unparalleled creativity and unconventionality. Guerrilla marketing campaigns provide opportunities for industry professionals to impress the public, foster interaction, and evoke genuine, organic reactions. Today, let's explore another remarkable application of this unconventional marketing strategy. Continue reading as we present a guerrilla marketing campaign that generated lots of buzz for this brand! Stay tuned for more insights below!
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Revving up the rails: Find out how this brand generated hype for its showcase event! — In September 2023, the Red Bull racing team made its way to Chicago for its Showrun event. There, the brand showcased the technological prowess of its Formula One (F1) racing cars. While Red Bull and its racing team were household names, marketing the Showrun event was still a priority. After all, brand recognition isn’t enough to generate buzz for a particular event, product, or service. So, how did Red Bull, a brand known for its breathtaking marketing stunts, generate buzz for its event? It had one of its race cars ply the route of Chicago’s famous “L” train!
On September 20, 2023, bystanders saw Red Bull Racing’s RB 18 F1 car perched on top of Chicago’s famous “L” train. To make this breathtaking stunt possible, Red Bull partnered with the Chicago Transit Authority (CTA). To further visibility, the brand set up viewing across the “L” train’s route so passersby can see the RB 18 F1 car in all its glory. Red Bull has always been known for its creativity, and this was no different, as it wowed everyone who saw the guerrilla marketing stunt. Through this, Chicago’s famous train served as a moving billboard that promoted Red Bull’s brand and its event!
So, was the guerrilla marketing stunt a success? Yes! Throughout the campaign, an estimated 3 million individuals were reported to have witnessed the stunt firsthand, with many of them capturing the moment with their cameras and sharing it online or through word of mouth. Various social media platforms were flooded with photos and videos of the F1 car cruising above Chicago’s bustling streets. The guerrilla marketing stunt generated over 50 million impressions online and social media hashtags like #RedBullF1Train and #ChicagoGP trended worldwide on Instagram and X (formerly known as Twitter). Red Bull’s guerrilla marketing stunt was also featured on various news publications like Fox 32 Chicago, Chicago Star Media, and Yahoo! News. Aside from that, sales for Red Bull’s products shot up by 20% during the campaign. This increase was estimated to be equivalent to approximately USD 500,000 in revenue. Lastly, positive sentiment towards Red Bull also increased by 25%, leading to new brand followers estimated to be at around 1.5 million people. Kudos to Red Bull and its marketing team for these impressive results! *Applause* The success of Red Bull’s guerrilla marketing stunt shows the importance of thinking outside the box when promoting a brand, product, or an event. These days, capturing the attention of audiences is no easy feat since they are bombarded with lots of content on a daily basis. That’s why it’s important to always think outside the box and come up with something no one else has done before. Keep this insight in mind the next time you come up with your own guerrilla marketing campaign for your brand or product! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how this Peruvian beer brand gave deaf gamers a voice in the video game world? See it in next week’s article! |
