Red Bull Stratos
Led the social strategy for the Red Bull Stratos, a scientific mission to 120,000 ft that saw one man jump from a stratospheric balloon and break the speed of sound in freefall. The core of this strategy was challenging existing company goals, to drive everyone to redbull.com to watch. Using the insight that people would go to their favourite video platform or local news station to learn more, the social strategy focused on having the live video embedded on every potential website.
The event drove a record setting 8.4MM concurrent live views on YouTube, (a record that still stands today), drove 7% of all internet conversation on the day, 3MM+ tweets globally, and over 1 MM Likes (100k shares, 30k comments) across official posts.