December 20, 2013
Pioneer energy drink brand Red Bull has long embraced the concept of authentic customer engagements that deviate from pure product marketing, and has amassed an enormous pool of active individuals with strong connections to the brand because of it. In addition to touching its target market through sales of its leading energy drink in more than 165 countries and the sponsorship of hundreds of professional athletes, the global launch of its men’s lifestyle magazine Red Bulletin has further extended Red Bull’s reach into the lives of customers.
Red Bulletin has grown its print circulation to more than 2.7 million since its 2007 debut, according to FOLIO magazine. With Red Bulletin’s success as a traditionally published magazine, the brand was enthusiastic about the prospect of engaging with a wider range of audiences and strengthening connections with current customers by launching its Red Bulletin app for iPad and Android devices.
The app uses exclusive video and interactive content to more deeply explore the lifestyles and interests of customers worldwide. Latest news on the stars of sports culture, current musical acts and gear reviews come to life in ways that cannot be matched in print, creating an immersive experience distinct to the Red Bulletin lifestyle.
Using Adobe Digital Publishing Suite to create the Red Bulletin app meant access to DPS consumer marketing tools that make it easy to stay engaged with customers and drive app downloads. Red Bulletin uses Push Notifications to alert customers of a new issue’s availability, which helps drive digital readership and keeps readers coming back for more. In addition, social sharing gives readers the opportunity to share articles with their social networks – Facebook, Twitter, Pinterest, or through email – further amplifying the reach of Red Bull’s branded content. One other notable feature of the Red Bulletin app is its use of a Custom Store to present content available for download. Completely customized with the Red Bulletin look-and-feel, the Custom Store presents content for download, including previews, in line with the Red Bull branded style.
- Read more about the strategy behind Red Bulletin from FOLIO
- Download the Red Bulletin iPad app
- Download the Red Bulletin Android app