THE TRUTH ABOUT THAT 100 MILLION DOLLAR NEWARK SCHOOLS DONATION: An email chain including Bill Gates, Square’s Jack Dorsey, Newark Mayor Cory Booker, Facebook COO Sheryl Sandberg, and founder Mark Zuckerberg reveals how stage-managed charity can be.
“For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.
Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend and the rest of the world watch, live.
With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt and brand utility.”
