When I think of a brand that does some great unconventional marketing, I think Red Bull. Why? They own events. Take for example the Red Bull FlugTag event. A whole event that is completely all about Red Bull. The event is so genius because it is a revenue generator and it strengthens the brand.
What is a Flug?
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean “flying day” in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight’s distance, but creativity and showmanship as well.
This event makes the brand seem fun, youthful and all about ‘giving you wings’. Red bull can even use the video for their marketing efforts!
Here is some video from the Red Bull Flugtab.
Red Bull also branded the Red Bull Air Races.
The Red Bull Air Race, established in 2003 and created by Red Bull, is an international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time. Pilots fly individually against the clock and have to complete tight turns through a slalom course consisting of pylons, known as “Air Gates”. Red Bull Air Race World Championship Series organisers have cancelled all events scheduled for 2011 worldwide. – Wikipedia
Last but not least is the Red Bull Campaign car. We see these everywhere driving around town passing out free Red Bulls. I think this is a brilliant effort as it encourages individuals to try their product!