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The supersonic man

Red Bull keeps going to extremes with its super-successful content marketing strategy

We have blogged before about Red Bull’s mastery of content marketing – and now it seems the extreme sport-promoting energy drink is backing another winner by sponsoring daredevil Felix Baumgartner in his quest to not only break the all-time skydiving record, but to become the first man to break the sound barrier – using just his body!

Next month, 43-year-old Baumgartner, an Austrian like Red Bull founder Dietrich Mateschitz, plans to ascend to the (near) heavens in a pressurised cabin attached to a giant helium balloon. When it reaches 37km (3km higher than the previous record set, remarkably, way back in 1960), Baumgartner will take the plunge – literally.

Wearing a special suit, Baumgartner expects to break the 1000km/h sound barrier within 30 seconds of exiting the capsule, eventually reaching a top speed of 1100km/h on his descent back to earth. If all goes to plan, this is what it should like like.

We’ll be sure to bring you footage of the actual jump as soon as it’s available. And what’s the betting Baumgartner celebrates with a nice glass of… Red Bull. Content marketing made ‘easy’!


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