Shot #87: Why Red Bull left piles of crushed cans around the city?
Genius Marketing
Hello to awesome marketers & founders 👋 reading today,
This is Luv and here’s your weekly Marketing Shot :)
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In today’s Marketing Shot:
🛠️ 5 Useful Tools & Resources
💡 Why Red Bull left piles of crushed cans around the city?
🛠️ 5 Useful Tools & Resources
How sending free products to Micro-Influencers have helped brands 5X revenue in 2 months using Stack Influence to automate influencer collaborations (link)
Niche Media- Discover how to Build, Grow & Monetize any Digital Content. Free to subscribe (link)
Press Hook- an AI driven media relation network. Save time by connecting with journalists from top publications who are most likely to cover your story (link)
Stacked Marketer - Get carefully curated digital marketing news, trends, tech and actionable advice delivered to your inbox. Free to subscribe (link)
Instant Data Scrapper - A Chrome Extension that uses AI to predict which data is most relevant on a web page and allows saving it to Excel or CSV file (link)
💡 Why Red Bull left piles of crushed cans around the city?
Back in 1994, when Red Bull launched their energy drink in London, they faced a big challenge. The market was already full of other energy drinks. So, Red Bull wanted to stand out from the crowd.
Instead of going the usual route of TV ads and billboards, they did something totally unexpected. They used garbage bins!
Sounds strange, right? The strategy involved a combination of mystery, creativity and psychology. It worked like magic!
Here's what they did:
Red Bull kept their strategy a secret. They crushed thousands of empty Red Bull cans and put them in selected garbage bins around the city. At night, they spread the crushed cans in places where lots of Londoners would see them the next day (sidewalks, station entrances and near colleges). They also gave free samples to club owners and DJs and left piles of crushed cans outside popular clubs.
When people woke up and went out the next day, they were surrounded by Red Bull cans.
Red Bull knew people like to do what others are doing. They used this by making people believe that everyone else was drinking their energy drink and made them want to try it too!
The campaign was a huge success! Red Bull quickly became the most popular energy drink in London, taking over 43% of the market share.
📋 In case you missed the last Tuesday’s Market Shot- 5 Ways You Can Increase Word-of-Mouth (with Examples from Top Brands)
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