Red Bull – Elevating Content Globally

Red Bull has no shortage of content from its hundreds of events, sponsorship and collaborations around the world, from F1 and skiing to music and aeronautics to gaming and entrepreneur startup hubs.


The challenge is making the most of the hours of content so that it does not just gain visibility on a local, domestic, market-by-market level, but is elevated for use internationally to build increased profile in media and onlines – broadening beyond Red Bull’s core audience.


Red Bull turned to Way To Blue to build a global editorial strategy that identified and articulated the brand’s most compelling content. We first began by carrying out a wide range of global monitoring, research and social listening. As a result, we identified 15 key social and cultural topics and themes capturing attention and discussion amongst the broadened target audience.

As a starting point, we began with Dance as a theme and having identified dance trends around the world, we developed a content filter and selection system that allowed us to curate the best possible editorial package that could be used for international outreach. Editorial themes ranged from the use of technology in dance to new styles and stars emerging and of course, details of all upcoming Red Bull events.


Working with genre leads at Red Bull, our senior copywriters, liaising with our creative design team then conceived a multi-format lifestyle toolkit to allow internal Red Bull markets to access the content.


We provided each market with refined and bespoke media target lists, sell-in and pitch scripts, links to all assets and even delivered teach-ins via skype with markets looking for training and advice on how to best sell the content through.


As a first for the Red Bull business, our Dance editorial package achieved an 89% open rate on delivery to over 25 international markets and subsequent requests for access from an additional 11 Red Bull markets. We have since built editorial packages for Music and Fitness.


Open rate on delivery


International markets delivered to


Additional markets requested access