Analyzing the Rise to the Red Bull Stratos Jump

Red Bull Stratos Cartoon

Image from: Adstronaut / MattBors.com

In case you haven’t heard of Felix Baumgartner, he’s that guy who took a balloon up to the edge of space and then tipped himself off of it (willingly!) to become the fastest human on Earth without the aid of mechanical propulsion. He also broke the sound barrier and a bunch of other neat records. The stunt is an incredible one, and one look at the images of him wearing his pressurized spacesuit it’s obvious which brand was behind the feat. Red Bull.

With the impending jump, searches for Felix have been on the rise. The below is a breakdown of destinations resulting from the searched keyword ‘Felix Baumgartner’ for the months preceding the actual jump. News sources are prevalent, but making the top ten is the sixth highest volume siphoned towards redbullstratos.com, the host page for the stunt. Interestingly enough, RedBullStratos.com managed to remain in the top 10 even before the actual jump took place, which is good publicity on their part.

Daily Keyword Destinations for Felix Baumgertner

Checking out the daily attention to the site, it’s obvious that there was a pretty tepid following for a long time until the story really hit on October 9th, 2012, in which the daily attention to the sight sky-rocketed (pun intended). Following the delayed launch traffic ebbed. Once the daily attention is revealed for this past weekend we’ll be sure to post the new metrics, but one thing is for sure: it’s bound to be stratospheric (pun intended again!).

Daily Attention for RedBullStratos.com

A stunt like this is sure to generate a ton of traffic and enthusiasm for Red Bull. A shot taken of Felix moments after he landed in the deserts of New Mexico posted to Red Bull’s Facebook page have garnered over 500,000 likes, nearly 15,000 comments, and has been shared almost 70,000 times. That’s some pretty prolific branding.

Not all of us have brands that would legitimate sending a man to space. This stunt matches Red Bull’s brand image, and so their coverage of everything from the man’s spacesuit to his first steps back on earth makes sense. Whether or not the brand’s influx of attention will be comparable to the height Felix dropped from (24 miles) will be interesting to track, but for now it’s safe to say that Earth is relieved to have Felix back, and so is Red Bull.

About Ryan LaSala:
Ryan La Sala joins Compete as the Digital Marketing Co-op for Compete.com, sovereign of all things social media. Ryan is a current attendant of Northeastern University, dual-majoring in Cultural Anthropology and International Affairs (with minors in Biology and Psychology), with career interests in Industrial-Organizational Psychology and Consumer Anthropology. Aside from acquiring aspirations with big words, Ryan’s other interests include reading cheesy fiction, writing in any capacity, singing and cooking. Find Ryan on twitter @Ryality or connect with him on LinkedIn.