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SBD Global/October 16, 2012/Marketing and Sponsorship
Red Bull Invests $65M On Space Jump As More Than 8 Million Watch On YouTube
Published October 16, 2012
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ONLINE FRENZY: The London GUARDIAN's Owen Gibson wrote sponsorship experts said on Monday that the online frenzy around Baumgartner's leap served to highlight trends that "had been emerging for some time." Sponsors "moved away from traditional models" of sponsorship and toward their own customized spectaculars. Sponsorship agency Synergy CEO Tim Crow said, "The biggest trend in the last 10 years, and the social Internet side of things has merely accelerated it, is that creating your own content has absolutely moved to the top of the agenda. The hackneyed old tickets, hospitality and perimeter boarding model is being left behind." Major brands "have been talking for years about becoming content producers rather than simply paying media and rights owners to advertise or slap their logos on shirts and hoardings." None have "taken it as seriously as Red Bull" (GUARDIAN, 10/15). MARKETING MAGAZINE's Sarah Shearman wrote that according to a Twitter spokesperson, "there has been approximately 3.1 million tweets sent relating to the event" (MARKETINGMAGAZINE.co.uk, 10/15).