Brands Respond to Red Bull Stratos Jump
This past weekend, Austrian skydiver Felix Baumgartner performed a record-breaking jump from the edge of space. Haven’t seen the footage yet? Check it out here – it is nothing short of incredible. This stunt was five years in the making and sponsored by Red Bull. As more chatter started surrounding the project, Red Bull continued its push to promote the spectacle by sharing pictures on its Instagram profile using the hashtag #Stratos – and these efforts paid off – to the tune of 400,000 Instagram followers.
The chatter around this event was and still is buzzing – and a few brands attempted playing off this legendary event with their own interpretations.
On Conan, a day after the Stratos Jump, Slim Jim chose to play off of the Red Bull-sponsored event by creating the world’s shortest freefall. The parody even included a parachute deploy and helmet-cam video footage. The freefall lasted an entire six one thousandth of a second after the jumper hovered a tremendous four inches over the ground.
A short time before the Red Bull Stratos Jump, Kit Kat sent a candy bar into the sky, attached to a weather balloon that reached approximately 116,490 feet. Kit Kat shared their video footage online, just as the actual jump stunt did, and even used the hashtag #BreakFromGravity. Kit Kat’s video didn’t come close to the Stratos Jump receiving 30,000+ views compared to Red Bull’s more than 8,000,000 concurrent views.
Lego took a different approach, and recreated everything about the jump from the ground workers inflating the balloon to the actual jump and posted this video after Felix Baumgartner successfully completed his jump. Lego seems to be faring a little better than Kit Kat at more than 4 million views.
Companies should be on the lookout for opportunities to play off of current events such as the Red Bull Stratos Jump. The key is finding a fun and relevant way to apply an event to your brand, and of these three examples, I think Lego did the best job at just that.