Stories that inspire
Germany is cheering. At least when it comes to football and motorsports. But what about action sports? Are they being left out? Not when there are stories to be had that excite media and spectators alike.
The desire for thrills and adrenaline. Action sports such as freestyle mountain biking or motocross, snowboarding, skating, ice cross downhill, kiteboarding, or air racing inspire athletes and spectators alike with astonishing performances. They are exciting counterpoints to an everyday life that often leaves little room for such sporting challenges. Red Bull recognized the potential of this extraordinary movement early on and has consistently committed itself to action sports. This has made Red Bull not only the benchmark for large-scale action sporting events, but also for consumer activation and high-speed, image-rich communication. Together with Red Bull, we have been bringing numerous events to the attention of the media since 2008, ensuring broad visibility and activating visitors.
Red Bull X Fighters, Red Bull Wings Academy, Red Bull Roller Coaster, Red Bull District Ride, Wings for Life World Run, and many more: although action sports are booming, the sector has had to fight for media attention. Sports sections in particular usually focus completely on the Bundesliga, Champions League or Formula 1, so what can be done? In such situations, action sports enthusiasts test the limits of what is possible. And that’s exactly what we did by redefining PR as action PR.
Our most important tool is story angles, which are creatively developed for each medium requested and tailored precisely to their profile. We get important players involved in our PR stunts, offer portraits of characters previously unknown to the public, get journalists excited about and onto the racetracks of this world, create emotional experiences, break topics down to a local level, and create ideas for highlight shots.
The list of examples could go on and on. For years, we have been using our creativity and ingenuity to find new opportunities and fitting stories to win over journalists across all media genres for coverage of action sporting events, and to inspire thousands of participants and spectators.
The results: a sold-out crowd at the Red Bull Air Race, 12,000 participants in the Wings for Life World Run in Munich, and 23,500 spectators at the Red Bull Crashed Ice. It’s clear that storytelling brings the action not only to PR, but also to the streets and to the racetracks.