CASE STUDY: RED BULL NORTH AMERICA
Red Bull Saves Big Bucks Promoting Shaun White Harnessing Centiv Technology
In 2009, Red Bull’s sponsorship of pro snowboarder Shaun White led to the development of a secret half-pipe location in Colorado that would serve as Shaun’s training facility leading up to the 2010 Winter Olympics.
The project would be known as Project X, and would eventually be televised live on national television. Red Bull needed to flood the market with Shaun White Project X material, but knew it would be more cost efficient to distribute the production cost across the individual business units throughout the country rather than incurring all the costs at corporate headquarters.
To accomplish this goal, Red Bull turned to Centiv Services. Centiv’s web-based marketing automation platform is the perfect solution for this type of distributed marketing optimization. Instead of producing a large quantity of promotional material up front, and incurring those costs, Red Bull was able to offer material promoting Project X in all channels of their business for field reps to order on-demand. All of the marketing material, including menus, posters, and flyers, were made available online for instant ordering.
Red Bull was also able to gain the greatest cost efficiencies for static orders by utilizing Centiv’s consolidation capabilities. For example, rather than pre-producing a large quantity of bar coasters without knowing demand, Red Bull allowed field reps a week to order the exact quantities of coasters they needed for their regions. Centiv then consolidated those order and produced the final quantity in one print run, saving money and time.
Using Centiv’s complete marketing on-demand capabilities for the Shaun White Project X program, Red Bull was able to have individual business units produce and pay for only the material they knew they would utilize, eliminating unnecessary waste. Centiv delivers superior cost savings with its advanced on-demand system because resources can be immediately deployed as needed. Whether it’s just-in-time production or full on-demand distribution, Centiv has the entire marketing stream covered.