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Action Sports, Social Media, and New Technologies
Article Communication & Sport 2017, Vol. 5(5) 554-578 ª The Author(s) 2016 Action Sports, Social Reprints and permission: sagepub.com/journalsPermissions.nav Media, and New DOI: 10.1177/2167479516638125 Technologies: Towards journals.sagepub.com/home/com a Research Agenda Holly Thorpe1 Abstract Action sport participants have always been actively involved in the consumption and production of niche cultural media. However, the proliferation of new media technologies is playing an evermore important role in the ongoing progression of skills among athletes and committed recreational participants, and building a sense of community among enthusiasts and audiences across local, national, and global contexts. More than repeating previous patterns, such media technologies are contributing to new relationships between corporations, action sporting bodies, and communities. This article sets out a research agenda for understanding new media developments in action sports. In the first part of this article, I detail how new digital media are being used by corporations, athletes, and everyday participants, and in so doing, are transforming the networks and connections within and across action sport communities. In the second, I describe how new media technologies such as GoPros™, camera drones, and GPS tracking devices are changing action sport experiences and the relationship between ‘‘human’’ and ‘‘nonhuman’’ sporting bodies. As well as revealing emerging issues, this article also poses a series of critical questions and challenges to researchers interested in contributing to new under- standings of the latest media technologies in action sport cultures. 1 Te Oranga School of Human Development and Movement Studies, Faculty of Education, University of Waikato, Hamilton, New Zealand Corresponding Author: Holly Thorpe, Te Oranga School of Human Development and Movement Studies, Faculty of Education, University of Waikato, Private Bag 3105, Hamilton 3240, New Zealand. -
Der Erfolg Der Red Bull Gmbh Durch Die Nutzung Von Viralem Marketing
BACHELORARBEIT Frau Nadja Elser Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing 2013 Fakultät: Medien BACHELORARBEIT Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing Autor/in: Frau Nadja Elser Studiengang: Angewandte Medienwirtschaft Seminargruppe: AM09wK1-B Erstprüfer: Prof. Dr. Tamara Huhle Zweitprüfer: Dipl.-Wirt.-Ing. (FH) Katharina Heinzelmann Einreichung: Stuttgart, 24.06.2013 Faculty of Media BACHELOR THESIS The success of the Red Bull GmbH by the use of viral marketing author: Ms. Nadja Elser course of studies: Applied Media Economics seminar group: AM09wK1-B first examiner: Prof. Dr. Tamara Huhle second examiner: Dipl.-Wirt.-Ing. (FH) Katharina Heinzelmann submission: Stuttgart, 24.06.2013 Inhaltsverzeichnis VI Bibliografische Angaben Elser, Nadja: Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing The success of the Red Bull GmbH by the use of viral marketing 83 Seiten, Hochschule Mittweida, University of Applied Sciences, Fakultät Medien, Bachelorarbeit, 2013 Abstract The present paper investigates „viral marketing“ as an innovative marketing form using the example of the „Red Bull GmbH“ and their success with it. The research focuses on preconditions, characteristics and success factors of viral marketing-campaigns as well as on the advantages and disadvantages in comparison to classic advertisement. Con- sidering the target group, company’s competitors, marketing strategy in general and the historical development, the paper shows how Red Bull effectively uses viral market- ing and how similar strategies can contribute to other companies success. Die vorliegende Arbeit beschäftigt sich mit „Viral Marketing“ als innovative Marketing- form am Beispiel der Red Bull GmbH und zeigt den Erfolg, den das Unternehmen da- mit hat. -
Contagious Is Ten
Social Change / xxx Contagious is ten. Welcome... 14 28 31 47 THE CONTAGIOUS DECADE SMALL BUT PERFECTLY FORMED 06 A Primer 40 Little brands, big thinkers Log off, lean in and pore over Katrina Dodd’s attempt In each of our past 20 issues, Contagious has at imposing neatly alphabetised order on the chaos of celebrated seven small companies hoping to change the Contagious zeitgeist. the world. We take a look at some of our favourites – and add a few more to the ranks. WELCOME TO CONTAGIOUS X 14 Brands for the next decade STRENGTH STUDY / Publishing Application instructions for this special dose of the 47 By Chloe Markowicz magazine. Side effects may include broad inspiration, Landscape Brands evolve from being publicists brand bravery and a healthy dose of disdain for the to publishers status quo. Brand Spotlight Red Bull Opinion Tyler Brûlé, editor in chief, Monocle STRENGTH STUDY / Disruption 19 By Emily Hare STRENGTH STUDY / Data Landscape How can brands make disruption work 57 By Chris Barth while protecting themselves against challengers? Landscape The fine art of surfacing signal from noise Brand Spotlight Tesla Brand Spotlight IBM Opinion Jonathan Mildenhall, CMO, Airbnb Opinion Vikram Somaya, general manager of WeatherFX, The Weather Company 28 CUT OUT AND KEEP A brief history of (Contagious) time / FEATURE / The technology boneyard The ten commandments 66 Explosive digital development has its casualties. Will A crunched-down illustration of the major tech, social Sansom considers those that became cautionary tales. and business developments on one side and Contagious’ non-denominational lessons to live by on the other. -
June 2015 | Volume 8 Bachelor of Commerce
Photo: Shine Huang on exchange at Neoma Business School, France JUNE 2015 | VOLUME 8 BACHELOR OF COMMERCE BEST BUSINESS RESEARCH PAPERS Table of Contents Note from the Editor 3 Carmen Galang Dispensing Strategic Marketing Decisions: 4 An analysis of PEZ Inc.’s marketing decisions and key success factors Chris Dimoff Wayfinding in Madrid: 16 A study of pedestrian wayfinding in respect to tourism Ciara Glen The Sweet Secrets of the Swiss: 33 An analysis of the Swiss chocolate industry Leah Hanvey Opening Credit Card Clearing in China: 50 A two-part analysis Carleen Kukat Will O2 be Able to Stay on Top? 64 An analysis of the largest integrated telecommunications provider in the Czech Republic Danielle Pillon Alibaba in Canada: 78 A study of the world’s largest E-commerce company, and the implications for Canadian companies Gregory Ross Škoda Auto: 88 A recommendation for driving growth in North America David Scott Red Bull: 99 An analysis of the success of Red Bull and their international marketing strategy Emily Sterling |2 Note from the Editor It is a goal of the UVic Peter B. Gustavson School of Business to deliver a Bachelor of Commerce (BCom) program that provides our students with critical skills and essential knowledge to be successful business leaders with a global mindset. Our graduates receive a quality education that enhances their ability to be ‘brilliant by nature, international at heart, have a different point of view, enjoy a vibrant learning culture, and who consider their footprint.’ COM 470 is one tool for which students achieve a HIGH LEVEL of international awareness, UNDERSTANDING OF cross cultural issues, and a sophistication of SCHOLARSHIP to make sense of today’s complex business world. -
The Case of Red Bull
Master Thesis Value creation by branding: the case of Red Bull Copenhagen Business School – 15th May 2018 International Marketing and Management Supervisor: Jonas Nielsen Stausholm – 107017 Peter Schrøder Jon Kjartan Kristinsson – 107553 Characters/pages: 271,459/119 Abstract Firms have to rethink what they see as their core competencies, as brand capital is becoming the main value creator in the 21st century, compared to physical capital in the 20th century. Red Bull is the world’s largest energy drink manufacturer, the brand as a resource, is the source of sustainable competitive advantage for Red Bull, a strong brand is the main factor of differentiation within the energy drink industry. The core identity of the Red Bull brand is to give wings to both people and ideas. The brand meaning is value based, making it possible to successfully extend the brand far beyond the core business. Since its foundation Red Bull has successfully diversified into several sport sub-industries - as for example eSports, football and Formula 1 - generating high brand awareness. Red Bull´s ownership strategy of sport teams, athletes and events, is significantly different from the strategy of their competitors, as well as other strong brands. Sport activities are guaranteed to create memorable experiences, and these experiences build and maintain Red Bull´s strong brand, a brand which has achieved a truly loyal base of consumers. These consumers exhibit both behavioural and attitudinal loyalty. Red Bull is perceived to be superior to its competitors, as well as being a premium brand, generating several essential benefits for Red Bull. The high degree of brand awareness, as well as the emotional attachment generated by associating the Red Bull brand with sport activities, supports the utilization of the brand as a resource which is the source of a sustainable competitive advantage for Red Bull. -
Vliv Sponzoringu Na Image Značky
Vliv sponzoringu na image značky Helena Plechatá Bakalářská práce 2013/2014 ABSTRAKT Bakalářská práce se zabývá vlivem sponzoringu na image značky. V teoretické části jsou popisovány pojmy jako sponzoring, image a marketingový výzkum. V praktické části se práce věnuje společnosti Red Bull a jejímu propojení s adrenalinovými sporty. Je sestaven dotazník, kde respondenti hodnotí sponzory sportovních událostí a celkové propojení značky Red Bull s adrenalinovými sporty. Klíčová slova: Sponzoring, image, značka, marketingový výzkum, dotazník, Red Bull, sportovní sponzo- ring, adrenalinové sporty ABSTRACT This bachelor’s thesis deals with influence of sponsorship on the brand image. The theoret- ical part describes meanings as sponsorship, image and marketing research. The practical part is about Red Bull and its connection with the adrenalin sports. There is also a ques- tionnaire in which respondents evaluate sport sponsors and the connection of Red Bull and extreme sports in general. Keywords: Sponsorship, image, brand, marketing research, questionnaire, Red Bull, sport sponsorship, extreme sports Za vedení mé práce chci poděkovat Mgr. Ing. Olze Juráškové, Ph.D., hlavně za její pomoc, ochotu a rady, které mi po čas práce dávala. Prohlašuji, že odevzdaná verze bakalářské práce a verze elektronická nahraná do IS/STAG jsou totožné. OBSAH ÚVOD .................................................................................................................................... 9 I TEORETICKÁ ČÁST ................................................................................................... -
Mémoire De MASTER 2
École Nationale Supérieure Louis-Lumière Spécialité Photographie Promotion 2016 Mémoire de MASTER 2 Le mouvement figé en photographie de sport: Étude des dispositifs à la frontière entre image fixe et image animée Luka Leroy Dirigé par: Pascal Martin Maître de conférences HDR Professeur d’optique appliquée Aurélie Monod Formatrice vidéo en prise de vue vidéo et montage Cadreuse, monteuse, coordinatrice technique d’événements sportifs Membres du Jury: Pascal Martin, maître de conférence HDR Véronique Figini, enseignante-chercheure à l’ENS Louis-Lumière Véronique Dürr, enseignante à l’ENS Louis-Lumière Aurélie Monod, formatrice en prise de vue vidéo et montage François Gille, responsable du service photo de l’Équipe École Nationale Supérieure Louis-Lumière Spécialité Photographie Promotion 2016 Mémoire de MASTER 2 Le mouvement figé en photographie de sport: Étude des dispositifs à la frontière entre image fixe et image animée Luka Leroy Dirigé par: Pascal Martin Maître de conférences HDR Professeur d’optique appliquée Aurélie Monod Formatrice vidéo en prise de vue vidéo et montage Cadreuse, monteuse, coordinatrice technique d’événements sportifs Membres du Jury: Pascal Martin, maître de conférence HDR Véronique Figini, enseignante-chercheure à l’ENS Louis-Lumière Véronique Dürr, enseignante à l’ENS Louis-Lumière Aurélie Monod, formatrice en prise de vue vidéo et montage François Gille, responsable du service photo de l’Équipe «La photographie de sport, qu’elle fige le geste dans son mouvement ou qu’elle le suive dans son déroulement, excelle à être celle d’actions indiscernables à l’œil nu, trop rapides pour être disséquées, pour être suivies dans leur tracé.» Albert Londes1, Photographe scientifique et pionnier du cinéma. -
Descargar En
PROYECTO DE GRADUACION Trabajo Final de Grado Advertainment Una nueva forma de generar vínculos Federico Javier Silveira d’Avila Cuerpo B del PG 24 de julio de 2014 Licenciatura en Diseño Ensayo Medios y Estrategias de Comunicación 1 Agradecimientos Quiero agradecer a mi madre que siempre obró por mi bienestar. A mis amigos y familiares que me apoyaron a lo largo de mi carrera a sobrellevar los momentos más difíciles de mi vida. A Pablo Becaria, que fue un gran profesional en mi vida y que gracias a él hoy puedo seguir adelante, como mejor persona y perfilarme a ser un gran profesional. A Alessandra Lizama, además de ser una gran docente, es una gran persona, le estaré siempre agradecido por el tiempo y la dedicación que me ha brindado para con este Proyecto, la Universidad de Palermo posee a una gran decente de vocación e invalorable para el alumnado. A Andres R. por su perseverancia y ayuda. 2 Índice Introducción p.4 Capítulo 1. Advertainment en contexto p.10 1.1. La comunicación y los medios p.10 1.2. La publicidad p.16 1.3. Un breve recorrido por la historia de la publicidad p.17 1.4. El entretenimiento p.23 1.5. No Lugares: el aporte de un concepto controversial p.25 1.6. Los públicos globalizados p.26 1.7. La comunicación globalizada p.28 Capítulo 2. Descubriendo el nacimiento del advertainment p.30 2.1. Product placement: el punto de partida p.36 2.2. El camino hacia el advertainment p.38 Capítulo 3. -
Press Kit 2018 // FOREWORD
Press Kit 2018 // FOREWORD It is a great source of pride for Groupe Renault and its employees to see the Renault name once again working its way to the sharp end of Formula 1. Motor racing is an intrinsic part of the Renault DNA and from Formula E races in cities to rallying through to Formula 1, we have always achieved outstanding results. Renault Sport Formula One Team’s ambition is clearly to uphold the outstanding record of the past and the 2017 season has confirmed we are on the right track. We are a team on the rise. We have two very talented drivers who are hungry for results. Enstone is regenerated and the workforce has already increased by more than 35%. At Viry, our long-term commitment in several motorsport categories allows to develop a detailed plan for our facilities. Our investment has so far been successfully translated to the track as we rose from ninth to sixth in the Constructors’ Championship in 2017 and ended the year with the fourth fastest car. The success of the programme in just two years is testament to the resilient plan laid down early in the creation of the team and the strong job done by Cyril and the entire Renault Sport Racing teams. I am convinced year three will take us one step closer to the long-term aim: winning races and challenging for championships. We are equally satisfied with the results we are seeing off-track. Formula 1’s new owners, have developed various marketing initiatives that have enabled the sport to grow into an even bigger brand and engage more closely with fans; steps forward which are incredibly important for us as the only mass market car constructor in the sport. -
Branded Content Como Herramienta De Comunicación
BRANDED CONTENT COMO HERRAMIENTA DE COMUNICACIÓN. ANÁLISIS DEL CASO RED BULL. RESUMEN EJECUTIVO Alejandro Bardera Esta obra está sujeta a la licencia Reconocimiento-NoComercial-SinObraDerivada 3.0 Unported de Creative Commons. Para ver una copia de esta licencia, visite http://creativecommons.org/licenses/by-nc-nd/3.0/ o envíe una carta a Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA. INTRODUCCIÓN Red Bull fue creada por Dietrich Mateschitz en 1984 y su producto empezó a comercializarse en 1987. Desde entonces la compañía no ha parado de crecer: “en estos 25 años se han consumido más de 30.000 millones de latas de Red Bull y la compañía cuenta actualmente con 8.294 empleados repartidos en 164 países”1. “Además, es la empresa líder en la categoría de bebidas energéticas con más del 40% de la cuota de mercado, y como marca está considerada entra las top 100 mejor valoradas en todas las categorías y entre las cuatro primeras en bebidas”2. ¿Cómo es posible que en tan poco tiempo una empresa haya crecido de esta manera? La clave está en la innovación: Por un lado, creó una nueva categoría de producto dentro del sector de las bebidas, ya que hasta la aparición de Red Bull no existían lo que hoy conocemos como bebidas energéticas. Por otro lado, Red Bull ha sabido manejar como pocos su comunicación comercial. Desde un primer momento, asoció sus valores de marca al deporte (tradicional y sobre todo al extremo) y a la cultura urbana, y apostó por la generación de contenidos como principal forma de transmitir dichos valores. -
Young Salzburg
Young Salzburg Young Salzburg Contents Sights ........................................................................................................................................ 2 Guided Cycling/Segway-Tours ........................................................................................ 6 Sports ....................................................................................................................................... 7 Adventuresports ................................................................................................................ 7 Outdoor facilities (basketball, soccer, volleyball etc.) ............................................. 7 Mini golf facilities .............................................................................................................. 8 Rental .................................................................................................................................... 8 Pools ....................................................................................................................................... 9 Ice Skating Rinks ............................................................................................................. 10 Climbing ............................................................................................................................... 11 Other possibilities ............................................................................................................ 11 Shopping ................................................................................................................................ -
Red Bull Brand Dissemination
Red Bull Brand Dissemination How does the Red Bull brand engage with its fans through extreme sport video content on social media and on the Red Bull TV website? A cross-platform study of the most-engaging videos Master in New Media and Digital culture Faculty of Humanities Universiteit van Amsterdam (UvA) - Master Thesis - Arnaud Muller June 2017 Supervisor: mw. dr. Anne Helmond Second reader: dhr. dr. Niels van Doorn Abstract This research combines the study of the Red Bull and Red Bull TV Facebook pages, the Red Bull YouTube channel and the digital video service website Red Bull TV to analyse how video content is used by the brand in order to engage with its fans online. The videos that raised the highest engagement number on social media have been taken as case studies in order to understand not only how the Red Bull brand engages with its fans, but also what type of content its fans interact with. By means of a content analysis concerning the potential emotional charge, segmentation, electronic word of mouth and brand networks surrounding the videos displayed by the brand, a study has been made of how fans and brands interact on social media. On the website, the concepts of interface and affordances provide further insight into the possible interactions between fans and brands online. The use of a digital method approach enabled the structure of information and helped to analyse how Red Bull manages its brand identity through fan participation in extreme sport video content, on social media and on the Red Bull website.