In Europe and the United States, only 8% of brands are important enough to consumers such that the public would care if those brands disappeared from the market. Advertisers need to change their communication approach to create campaigns aimed not only at informing people about the characteristics and prices of products and convincing customers to make purchases, but mainly to instigate likability and, in effect, build a relationship on an emotional level, thereby gaining loyalty. The tools for this purpose have focused on media and new approaches in their planning (media-mix).
In the literature, the case of Red Bull Stratos has been analyzed. The brand, communicating in a consistent and coherent manner, has used media coverage and the impact of traditional media in a unique way to engage consumers with the help of new media. We analyze a campaign that shows how consumers transition from passive recipients of advertising communication to brand ambassadors and advocates, showing a high emotional involvement and a strong loyalty to the energy drink manufacturer.

Additional Metadata
Keywords convergence, media, media-mix, new media, engagement, emotional engagement, brand, Red Bull, affective economy, Red Bull Stratos project, Love brands, konwergencja, nowe media, zaangażowanie, zaangażowanie emocjonalne, marka, ekonomia afektywna, projekt Red Bull Stratos
Persistent URL dx.doi.org/10.4467/20843976ZK.14.014.2222, hdl.handle.net/1765/116449
Journal Zarządzanie w Kulturze
Citation
Kurczewska, I.M. (2014). Rola mediów społecznościowych w budowaniu przez markę emocjonalnych związków z odbiorcami na przykładzie kampanii Red Bull Stratos. Zarządzanie w Kulturze, 15(2), 169–179. doi:10.4467/20843976ZK.14.014.2222