Red Bull & the Secret Half Pipe
Thursday, February 18, 2010
Last night I was watching the Winter Olympics coverage and was reminded of the brilliant job Red Bull does in building its brand in a modern way across many different communities. To promote the Men’s half pipe competition which airs tonight (7:30pm CT,) NBC showed a segment on Shaun White and his “secret” halfpipe.
For those of you who haven’t heard of this, Red Bull custom built a half pipe for White at a secret location in the middle of nowhere. They fly him out to the location via helicopter whenever he wants to practice. This allows him to invent new tricks away from the prying eyes of the press and his competitors. Both the pristine condition of the halfpipe and its secret location have allowed White to pioneer new tricks that he will debut tonight for the first time in Olympic competition.
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