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Turkel Brands Executive Creative Director Bruce Turkel on why Red Bull’s sponsorship of the record-breaking skydive was a great marketing move for t...
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Yeah -- really doesn't give you wings are at least it did for one daredevil sky diver here is Felix bomb Gartner over the weekend.
In the process of breaking before world records the Austrian law himself -- ballooned out of feet in the -- In the Red Bull sponsored stratus job.
The high heels reached in the speed at which she plummeted towards these are all made the job.
Incredibly dangerous to save at least get -- people.
-- -- to watch it streaming online that is a ton of people to go to their computer and watch what that a risky move for red ball.
-- was -- a PR masterpiece joining me now is executive creative.
You're a -- -- brands -- cal thank you so much for joining us here was my key question.
So it fearless Felix grim of his brains like so many eggs when he landed there what that meant for -- -- It's funny ordinarily you would think that that kind of thing would be a disaster for their planned.
But remember the key to branding -- to talk specifically to your audience Red Bulls audience it's not you and it's now.
Not a -- they don't care about dying if you drink Red -- dying is not like a scary thing I mean you're you dig -- -- it.
Remember.
None of them are gonna be the ones dying but there are guys who are doing these crazy things whether it's motorcycles or skateboards -- into extreme sports.
They're the kind of guys whose mother would say to them if all your friends jumped off a roof would you do it also and if they were honest they have to say.
Yeah I'd probably go first.
So so these -- customers okay.
So you're telling me that I mean I was I was listening all the reports about this today and they were saying there was a really good chance that his eyeballs are gonna explode -- head.
That you know his face that -- was freeze -- and so you know they were pretty sure that he was gonna go to bed desk by all this good PR as what you're saying these sort of things happening.
Streaming live watching this happen to someone.
Is good PR for red ball.
Think about every kid on the skateboard out there if what did you think you -- we're gonna explode yeah yeah that's an inherited from the pressures Ehud.
Yeah dude did you see that red -- guy you guys blew up I mean they would just go watch the video more times that eight million would -- nothing.
It was a win win it was a brilliant masterful stroke OK I think this might turn out to be the best stunt of all time at least for the time being.
All this logically so these people who would like to watch somebody's eyeballs explode and you know we're not fazed by this guy potentially dying.
They they are Smart enough to go on have a job and collect money so they can go buy a product.
Of course they are bred gold fell four point two billion euros of product a year.
But that doesn't mean that the people drinking it don't Harbour some sort of aspiration.
Of being this -- I mean they're not based jumping and they're not -- -- flying squirrels -- necessarily.
Okay they'd like to think they could be they'd like to think hey that could be me I'm drink in the product I'm wearing the -- -- wearing the hat wearing the sweatshirt that could be me wow.
I can't keep -- you it's me how do you think they paid for this and how much do you think it was worth.
Well I don't know what they've paid but if you look at what they've paid over time they spend about.
30%.
Of their dollars on marketing and as I said they grossed four point two billion euros.
They work in about a hundred sports.
They represent really sponsor 97 athletes so they're spending a lot of money they don't spend a lot of money on typical traditional advertising -- -- measured advertising.
They do it on the sort of thing.
Look at what they spent just in the couple days when Felix didn't go up.
I think they said that it was up 60000 dollars and helium you know he had to take the balloons out of the cases once you taken that you can't use them again those -- cost a couple 100000 dollars.
It's been supporting this for the last five years after they spent a fortune.
At the same time they're going to be in the record books -- Yeah.
Forever -- I've learned to really important things from this segment number one it was genius number two pricing either of my -- with a container Red Bull.
I can't get away from the imminent taking them directly to that therapist because this is terrifying Bruce thank you for coming on the show we appreciate your time get stuff.
