Examined: Red Bull "Stratos"

When Red Bull launched their "Statos" campaign, with the freefall jump made from 128 100ft in a stratospheric balloon, they achieved the record for highest freefall jump to ever be made by a human being.
The purpose of the "Mission To The Edge of Space" was to transcend human limits.
It took the Red Bull slogan, "Red Bull gives you wings" to a whole new level with this campaign. 
With over 34 382 500 views on Youtube, it is one of the most watched brand campaign videos ever.


 Examined:

Red Bull's brand can be described as intense, fearless, risk taking, hardcore, and limitless.  

Forget one giant leap, this extreme challenge has taken their brand image out of this world. 
Red Bull appeals to the wonder and dangering in every person, watching this campaign makes everyone hold their breath and wonder, "would I dare?".

"Stratos" is the ultimate dare, and Red Bull refuses to back down.  This campaign can be described as "Superhuman", branding Red Bull as the company that will go beyond where anyone else has before.

Video Source: http://www.youtube.com/watch?v=FHtvDA0W34I 
Fact Source: http://www.redbullstratos.com/