Associée à un demi-millier d’athlètes (ou comment rendre un petit 500 beaucoup plus impressionnant : ON VOUS MANIPULE) et à plus de 600 manifestations sportives, Red Bull est indéniablement synonyme de sponsoring et de Marketing évènementiel. Red Bull ne se contente pas de sponsoriser des évènements et de dénicher des espaces publicitaires : la marque est créatrice de manifestations sportives et les médias viennent à elle pour relayer ces évènements mêlant sports extrêmes, fun et adrénaline. Prêts pour un top 5 des évènements Red Bull les plus déjantés ? A vos marques, prêts, PARTEZ ! *coup de départ et bruits de foule en délire*
5) Red bull air race
La Red Bull Air race est la première basket lancée par une marque de boissons énergisantes… Sérieusement, vous y avez cru ? Qui achèterait des chaussures Red Bull ?
Aussi appelé le championnat du monde Red Bull de course aérienne, le Red Bull air race (ouf, c’est tout de suite moins long à prononcer) est un championnat international de course aérienne parrainé par la Fédération aéronautique internationale mais organisé et géré par Red Bull. Une dizaine de participants, à bord d’avions de voltige, doivent slalomer à basse altitude entre des ballons en tissu gonflés d’air, le tout contre-la-montre (ou tout autre support permettant de lire l’heure si on n’en porte pas… bon j’avoue elle était facile). La première course aérienne Red Bull a eu lieu en 2003 à Zeltweg en Autriche suivie d’une deuxième près de Budapest en Hongrie. Depuis, ce championnat est reconduit et continue de l’être en 2018 ! La création de cet évènement lui assure une visibilité mondiale puisque les participants viennent du monde entier et que la couverture médiatique est internationale. Notons aussi que pour chacun de ses évènements, Red Bull assure la diffusion des épreuves sur la « Red Bull TV » (diffusion de contenu en live à toute heure) et publie chaque jour des heures entières de contenus de haute qualité pour combler les amateurs de sports extrêmes et être finalement indépendants de tous médias.
A l’heure où j’écris cet article, la Red Bull TV diffuse le parcours de deux skaters en route pour le Machu Picchu (je viens d’apprendre à l’écrire, vous aussi ?). Finalement, c’est Arte avec de la taurine en plus !
4) Red bull caisses à savon
Surnommée la course la plus hilarante de l’année par Red Bull, l’évènement accueille jusqu’à 70 participants. Une « caisse à savon » est un véhicule sans moteur qui se déplace par la seule force de la pesanteur (perdu, pas de jeu de mots douteux cette fois-ci, filez en case prison et ne passez pas par la case départ). Le principe : les participants enfourchent des bolides faits-maison dans l’espoir de terminer un parcours semé de multiples obstacles rendant l’épreuve difficile et, il est vrai, hilarante. J’oubliais: le tout sur une pente au dénivelé allant parfois jusqu’à plus de 12% ! A toute vitesse, les concurrents devront par exemple sauter un tremplin, prendre des virages en zig-zag ou encore passer au travers de rouleaux de car-wash, et tout cela à l’intérieur d’engins à la solidité plutôt… DOUTEUSE.
Impossible dites-vous ?
3) Red bull flugtag
Avant toute chose, « Flugtag » n’est pas le nom de la nouvelle gamme de chaises en bois d’acajou de chez Ikea mais un terme Allemand que l’on pourrait traduire par « Airshow » en Anglais (j’aurais pu le traduire en Français mais vous savez, la mondialisation et tout et tout…).
Red Bull Flugtag est un événement organisé par Red Bull au cours duquel les participants tentent de faire voler des machines volantes (volantes en théorie, c’est déjà ça) à propulsion humaine fabriquées par leurs soins, d’une taille limitée à environ 10 mètres, avec un poids limité à environ 150 kg.
Les machines artisanales sont lancées de 9m de hauteur depuis des plateformes spécialement aménagées face à la mer ou surplombant d’autres types d’espaces aquatiques.
On y participe surtout pour s’amuser, autant vous dire que les engins (et leurs heureux pilotes sachant nager, nous l’espérons) passent plus de temps dans l’eau que dans les airs! La dimension fun et l’accessibilité de l’évènement garantissent la participation de publics de tous horizons et autant de potentiel de médiatisation virale.
Une chose est sûre, les tentatives de pilotage des participants s’apparentent plus à des crash-tests qu’à des prouesses aéronautiques ! On me dit dans l’oreillette que Leonard de Vinci ne cautionne pas ça !
2) Red bull cliff diving
Un corps humain qui n’est pas fait pour frapper l’eau après une chute de 27m. Une chute de 27m en 3 secondes. 3 secondes durant lesquelles un plongeur atteint 85 km/h. Une friction avec l’eau si intense que le corps passe de 85 à 0 km/h en moins d’une seconde. Vous l’aurez compris, ceci n’était pas le script de la voix-off du teaser d’un film-documentaire sur le plongeon en hauteur mais bien la description d’un évènement Red Bull !
Le Red bull cliff diving est un circuit mondial lancé en 2009 par Red Bull (et qui continue d’exister) qui comprenait 9 étapes dont les sauts partaient d’une hauteur minimale de 25m ! Les compétitions ont pris place dans le monde entier : en France, aux Etats-Unis ou encore au Japon. Les lieux de déroulement des épreuves étaient parfois insolites, comme le port de La Rochelle où les sauts étaient réalisés depuis la tour Saint-Nicolas. C’est pourquoi l’évènement a réellement créé le buzz et s’est assuré un bel impact médiatique. De plus, les dispositifs de sécurité et la fixation de règles par Red Bull pour sécuriser la discipline du plongeon en hauteur ont permis à la fédération nationale de natation de l’accepter comme un sport reconnu ! Red Bull a donc su placer son évènement parmi les compétitions reconnues de plongeon en hauteur et a contribué à faire reconnaitre ce sport comme une discipline à part entière. Pour ma part, je resterai au pilate, merci.
Exercer une influence sur le monde des sports extrêmes ? Ha ! Trop peu pour Red Bull.
1) Redbull Stratos
Quel diable de rédacteur écrirait un top sur la communication de Red Bull en omettant de parler de l’opération Red Bull Stratos ? Sûrement pas moi !
Si tous les autres points de ce top concernaient des évènements récurrents, nous traitons ici de la substantifique moelle des évènements promotionnels ponctuels jamais imaginés ; j’ai nommé : le saut de Felix Baumgartner !
Le 14 Octobre 2012, le parachutiste Felix Baumgartner exécute pour Redbull une performance en chute libre depuis la stratosphère, à près de 40 kilomètres au-dessus du sol du Nouveau-Mexique. En chute libre pendant 4 minutes et 19 secondes, le parachutiste atteindra la vitesse maximale de 1 357,6 km/h avant d’ouvrir son parachute et de se poser en un seul morceau (oui, ça ne coulait pas de source !) après une chute totale de 9 minutes et 3 secondes. Si cet exploit établit un nouveau record du monde, il est également le fruit du travail d’une équipe de scientifiques pendant près de 7 années pour le compte de la marque de boissons énergisantes : vous aussi vous sentez cette odeur ? Il y a comme un parfum d’investissement colossal dans l’air ! L’évènement est diffusé en direct sur internet et les retombées médiatiques sont tonitruantes (essayez donc de placer ce mot dans une partie de Scrabble, effet garanti !) : c’est une entrée dans l’histoire pour Red Bull qui repousse les limites du spectaculaire pour réaliser une véritable prouesse scientifique.
Bilan de l’opération ? Trois fois rien ! Si ce n’est 8 000 reportages TV dans une soixantaine de pays, 2 000 tweets par seconde avant le saut et 8 millions de spectateurs sur YouTube en plus des 41 millions de pages référencées sur Google Search enregistrant la requête « Redbull Stratos ».
Pour conclure, nous constatons que Red Bull donne aussi bien des ailes à ses consommateurs qu’à son budget communication, et on adore !
Safir. S
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