Record-Breaking Free Fall a Perfect Landing for Red Bull


It was the jump seen around the world.

On Sunday, Oct. 14, when Felix Baumgartner broke a 50-year world record by falling 24 miles to back to Earth, not only was it a perfect landing for the 43-year-old Australian skydiver, it was a perfect landing for Red Bull, which had sponsored the risky record attempt.

Baumgartner's risk was extreme; Red Bull's risk was extreme in its own way. 

Yes, the jump was a success, as it was viewed by a record 8 million people on YouTube. Baumgartner is being celebrated and Red Bull’s sponsorship can mean nothing but good things for the brand (news features, updated Facebook posts, etc.), but what if things hadn't turn out well? Was Red Bull prepared to respond and deal with the crisis that would have undoubtedly come had this highly promoted campaign ended in tragedy?

Red Bull is no stranger to sponsoring high-risk events such as Formula One racing, but a free fall from space? We can only assume that Red Bull had a detailed crisis plan in place, and knew exactly what its response would have been had Baumgartner not survived. We'll never know what that response would have been—and we should all be glad of that. But it's worth noting that the crazier the PR stunt, the more sober the crisis plan should be. 

Follow Jamar Hudson: @jamarhudson

  


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.