Yesterday, June 15th, I had my graduation ceremony. I graduated from the American University of Beirut with a Bachelor in Business Administration (Concentration Marketing) and a Diploma in Media Communication. A part from all the amazing graduation emotions and celebrations, I got a really cool gift from “someone” special: Red Bull.
As soon as I stepped out of campus a lovely girl came to me, offered me a long cylinder congratulating me in the name of Red Bull. A great marketing stunt. The metallic cylinder has the brand famous logo on it with two graduation caps above it. What’s inside? Two Red Bull cans, a regular and a sugar-free one, along with a really nice graduation certificate including wishes and kind words of motivation for our upcoming career.
Why is this campaign efficient? First, I am sure many graduates were really happy to get two free Red Bull cans to continue celebrations all-night long. Second, it is a great way to create a relationship with recent grads who are considered to enter the market segment of young adults. Third, the certificate and personalized logo made specially for graduation purposes adds a lot of value to the giveaway and let the gift recipient feel quite special. Fourth, it turned out that there is a marketing blogger graduating there who really enjoyed the gift and decided to spread the word and write about it. That blogger is me.
I am not an energy drinks consumer but I can’t deny that I really like their branding activities. A brand enthusiast who is not even a consumer is a great indicator of how great Red Bull is performing in terms of marketing.
Thanks a lot Red Bull for your gift. I may not drink the cans but make sure the gift itself will give me wings!
It is true that it was the perfect gift for the after party! (et j’aime comment tu as fini l’article)