Case Study: Red Bull
Objective
- Generate submission pods and data capture tools
- Build database of subscribers
- Increase engagement
- Deliver regular, targeted communication
- Increase exposure of the Red Bull brand
Approach
Red Bull wanted to harness data capture through their website, increase their customer database and send out targeted information and news.
Unlike traditional single service brands, Red Bull cover a vast range of specialist areas other than their energy drink including Music, BMX, X-Fighters, Diving and Formula 1. Martech were tasked with implementing a communication system that could initially capture and tag data, send out communication to targeted groups, sort and report customer engagement.
Martech implemented their M.Direct communications platform that allowed Red Bull employees to create data submission/capture pods through a robust and user friendly interface. Once a pod is created, dynamic HTML is generated which is easily transferable to any page on their website and Facebook page allowing members to signup for information, events and tickets.
Through a dynamic taxonomy solution built into the platform, members are tagged depending on the submission pod they entered and sent targeted news and information based on their interest criteria.
Outcome
Since launching the program in August 2010, Red Bull UK have seen astounding results:
- Quality data providing targeted communications
- Notting Hill Carnival 2010 - 500 ticket allocations delivered in 45 seconds, over 5,000 submissions captured
- Notting Hill Carnival 2011 - 1,000 ticket allocations delivered in 35 seconds, over 9,000 submission captured
- Multiple submission pods integrated creating numerous interest groups
- Highly responsive email campaigns