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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