Red Bull Threw a Person From Space

And they called this act - Red Bull Stratos

April 08, 2025

We have seen brands run ads during the Super Bowl or post flashy videos on Instagram.

But ever see a brand send someone to the edge of space… just to jump back down?

Red Bull did that. Not for fun. Not for fame.

But to show you what their brand truly stands for — pushing limits, chasing bold ideas, and giving you wings (literally).

What happened next? Was the person alive?

How did Redbull do all this?

Let's dig in!

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Campaign Overview

  • Campaign Name: Red Bull Stratos

  • Campaign Dates: October 14, 2012

  • Industry: Energy Drinks / Beverages

  • Target Audience: Young adults (18–35), adventure lovers, extreme sports fans, and content creators

The Red Bull Stratos campaign was about breaking world records, pushing human limits, and showing what Red Bull stands for.

Red Bull didn’t want to make a regular ad to let the world know that.

They wanted to do something so big that the world would stop and watch. So, they decided to send a man to space and have him jump to Earth.

Here’s what happened:

  • Red Bull picked Felix Baumgartner, a skydiver who already did dangerous jumps.

  • They worked with scientists and engineers to build a custom capsule and a spacesuit that could survive near-space conditions.

  • A helium balloon lifted Felix and the capsule 24 miles above the Earth to the stratosphere, where the air is super thin, and the sky looks black.

  • At the top, Felix stood on the edge of the capsule. You could see the curve of the Earth behind him. Then, he jumped.

Now, this was so important to talk about because:

  • No human had ever jumped from that height before.

  • Felix became the first person to break the sound barrier without a vehicle - just using his body in freefall.

  • He fell for over 4 minutes before opening his parachute and landing safely in the desert.

They planned the entire jump, paid for, filmed, and branded by Red Bull.

They called it Red Bull Stratos because it happened in the stratosphere.

Although this was an experimental marketing strategy, it was a branded world event that told everyone: Red Bull doesn’t just give you energy. It gives you wings - even in space.

They broadcast live on YouTube, and millions of people watched it happen.

Red Bull turned a high-risk space jump into one of the most powerful marketing moments ever made. It was about selling a feeling - limitless energy and courage.

Campaign Objectives

Red Bull didn’t just do the Stratos Jump to look cool. They had clear goals behind them.

And each goal helped grow their brand in a big way.

1. Show the world what Red Bull stands for

Red Bull is more than just an energy drink. They want people to see the brand as a brand that’s all about daring, action, and extreme sports.

The Stratos Jump made this message loud and clear: Red Bull is for people who push limits and do the impossible.

2. Turn a single event into a global experience

Red Bull didn’t just want Felix to jump.

They wanted millions of people to watch it live. They ensured the world watched by streaming it on YouTube and sharing updates everywhere.

This wasn’t a private stunt. It was a shared global moment.

3. Build long-term brand love (not just short-term hype)

They didn’t run this like a traditional ad.

There was no Buy Red Bull now message. Instead, they created a story that people would remember for years. That built strong emotional connections with the brand.

People didn’t just see a product but a brand that inspired them.

4. Reach young, thrill-seeking audiences

Red Bull’s core customers are young people who love risk, speed, and excitement, like extreme sports fans, gamers, and adventure seekers. They did the Stratos Jump just for them. It was bold, fearless, and something no other brand had done before.

5. Get massive free attention from the media

Red Bull wanted TV stations, news websites, blogs, and social media to talk about this campaign... without paying them. And it worked. News channels everywhere covered the jump, and people shared clips and photos like crazy.

That gave Red Bull millions of dollars in free publicity.

6. Prove that Red Bull is more than just a drink

This campaign helped Red Bull become known as a media and lifestyle brand, not just a company that sells energy drinks. They wanted people to think that Red Bull isn’t just something they drink but something they believe in.

In short, Red Bull’s goals were to make a huge impact, build brand love, and create something that people would never forget.

They didn’t just market a product. They marketed a mindset.

Results

  • The jump got over 8 million concurrent viewers on YouTube, setting a new record for the platform.

  • The event was broadcast live across more than 50 countries for worldwide exposure.

  • Studies indicated that the campaign led to a 69% increase in brand recall and a 77% increase in brand preference.

  • The campaign generated 5 billion+ media impressions worldwide and got over 50 million views on YouTube post-event.​

  • The campaign was estimated to have generated tens of millions of dollars in global exposure value for the Red Bull brand.

Create a Branded Movement

Don’t just tell people about your product. Do something massive or meaningful that people will remember and ensure your brand is at the center of it.

Here's how you can do that:

  1. Pick a bold idea:
    Choose something exciting or different that fits your brand. It doesn’t have to be as big as jumping from space. It could be a pop-up event, a fun challenge, or a creative livestream.

  2. Make it emotional:
    Make people feel something, like excitement, joy, surprise, or inspiration because people remember feelings more than features.

  3. Turn it into a story:
    Show behind-the-scenes. Interview the people involved. Then, make it all feel real, not scripted.

  4. Use every channel to share it:
    Post it on social, send an email, write a blog, and talk to the media. Just ensure your logo or brand shows up in every part of it.

  5. Let your audience participate:
    Add hashtags, and ask people to share, vote, comment, or even join the event.

For example:

Instead of this:
Drink our coffee. It’s strong.

Try this:
Host a live 24-hour Stay Awake Challenge on YouTube using your coffee. Show people trying to stay up and do funny or productive tasks. Let the audience vote on challenges. Keep your branding smart but visible.

Some reasons why this works are:

  • People don’t skip it. They watch it.

  • It builds buzz and gets free press.

  • It makes your brand unforgettable.

Conclusion

Red Bull created a moment the whole world watched. They proved that marketing is also about doing something people care about, talk about, and never forget.

The Stratos Jump is the best example of storytelling, brand alignment, and global buzz - all wrapped into one leap from the edge of space.

Now, let’s turn it to you.

→ Which other brand campaigns felt unforgettable to you?
→ Have you ever shared a branded event because it was that good?

Drop your thoughts in the comments.

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Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.

Eric Qualman