20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 17

17 STRATOS JUMP BRAND & CREATIVE: RedBull They jumped out of outer space! Seriously though, when you think of Red Bull, you may think of their creative tagline, “Red Bull gives you wings.” Well this year, Red Bull decided to put that tagline into the hearts and minds of their audience by hiring Austrian extreme athlete Felix Baumgartner to break the world record of the longest freefall jump of 128,000 feet above the Earth, reaching the high speed of 833.9 miles per hour. Talk about intense! Over 8 million people watched the jump live, and over 30 million people have relived the jump on YouTube since then. Furthermore, the live jump was shown by over 40 TV stations and 130 digital outlets. Red Bull’s Facebook photo of the jump generated 216,000 likes, 10,000 comments, and over 29,000 shares. The jump was also a trending topic on Twitter worldwide. Breaking world records is always an exciting way to garner some attention. Last year at HubSpot, we  broke the world record for the largest webinar, and it was a huge success. One of the reasons it worked so well was because it aligned with our mission to educate people about marketing. Red Bull’s jump also aligned with its tagline, “Red Bull gives you wings.” As a marketer, you always want to make sure your marketing campaigns are aligning with your company’s mission and the interests of your audience. You may not always have the opportunity to break a world record, but an important lesson from Red Bull is to remember that your company’s culture and mission should also be taken into consideration when executing any campaign. STEAL THIS Do something remarkable for the sake of being remarkable. Don’t worry about tying it to your brand message every time.