Pull out the Passion

Following/engaging with a brand via social media is not always a comfortable thing for most people. Some will follow just get updates on deals. Some "like" the brand, but don't care at all about what the brand is wanting to feed them. Pulling out the passion in people transforms casual followers into brand ambassadors.

My group in my MARK 5000 class are doing a presentation on "Red Bull." This is a brand that has envoked passion within hearts of their followers. An energy drink doesn't really pull out a lot of passion in and of itself. But Red Bull has become more than that. Through Social Media they have become one of the driving forces behind extreme sports. The brand represents adventure. When you drink a Red Bull you aren't just trying to get a energy boost, your partaking in the extreme adventure that comes with Red Bull. If you go to Red Bull's Facebook page, they have a picture of a guy snowboarding. Red Bull goes beyond a simple energy drink, into an experience with the customer that inspires passion.

When consumers of Red Bull talk about Red Bull they of course talk about the taste, but more importantly they talk about the extreme nature of the brand. They are able to connect with the brand in a way that makes them passionate about the brand.