Red Bull's use of marketing in relation to Neo-Tribalism

Jens Toft, Dea Patricia Larsen, Stella Louise Jäger-Rasmussen & Karoline Debora Hill

Studenteropgave: Semesterprojekt


The content of this project deals with how Red Bull’s strategic use of extreme content marketing, on the social media platform Facebook, can be related to the theory of Neo-Tribalism in order to investigate the corporate communication in the shaping of identity and interest in a contemporary context. Main theories as Neo-Tribalism, Mediatization and additionally consumer behaviour-, marketing-, and branding theories were used throughout the project to explore how and to what extent Red Bull succeeds in creating Neo-Tribes around their brand. Through analysis of an elite interview with the unbiased insider, Fabian Holt, analysis of Red Bull’s content on Facebook, and group interviews conducted with Red Bull’s target group we reached the conclusion that Red bull’s use of extreme content marketing can be used in creating a brand- and a product Neo-Tribe, but the frame of the Neo-Tribe as in flux. Red Bull also possess a very independent position in the media landscape due to self-censorship and in house media production which enables a freedom in shaping the Red Bull brand. The creation of Neo-Tribes as an effect of the Red Bull extreme content marketing, within the extreme sports branch, was not the case but a result of the social media platform of Facebook as a mean of interaction through many-to-many communication.

UddannelserBasis - International Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato26 maj 2016
VejledereKim Christian Schrøder


  • Mediatization
  • Consumer Behaviour
  • Social Media
  • Neo-Tribalism
  • Facebook
  • Red Bull
  • Marketing