If you only know Red Bull as the yellowy, caffeine-enhanced energy drink, you’re only getting part of the picture. Perhaps, at this stage in Red Bull’s twenty-five year history, the energy drink is the smallest part. With music, film, and web-content production, sports and athlete sponsorships, and a whole marketing arm targeted squarely at their ideal 18-to-34 male demographic, Red Bull has become a full-fledged multimedia company.

One of Red Bull’s most comprehensive endeavours is the snowboarding documentary, The Art of Flight. Produced by Red Bull Media House for $2 million and starring Travis Rice, a Red Bull-sponsored snowboarder, and a cadre of Rice’s colleagues, the film toured the world and sat on top of the iTunes charts for weeks after its release. It’s all part of the brand’s dedication to its branding. Rather than simply slap a logo on an athlete or on the side of a racecar, Red Bull engages with its sponsored person or product, entwine itself — as with The Art of Flight — so, for example, you see “snowboarding” and think “Red Bull.”

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