Red Bull, a paradigmatic example of the new communication strategies of brands in the digital environment

Introduction: In this research we will focus on online contents offered by the Red Bull brand either through its website www.redbull.tv or through its Red Bull TV App. As a brand, Red Bull needs to stand out amongst all the advertising noise, it needs to make itself be noticed and reach its consumers, but today audiences are fragmented, audiences are not submitted to the programmatic dictates of televisions. More and more, and especially in the young public, which is the one that identifies with the brand the most, it is an active public that generates its own programming grids, looking for what it really wants to see. So, how does a brand achieve to be heard? Through Rock&Love: surprise and give love. Hypothesis: Our hypothesis from the start is that Red Bull, in the search of connecting with its public, it offers contents of its interest which reaffirm the approach towards the brand, thus achieving Rock&Love. Objectives: According to the hypothesis, three objectives will guide this research: first, to know the codes of Red Bull in the digital environment. Second, to carry out an analysis of contents used by the brand to approach its users keeping in mind the new consumption habits. Third, to analyse the difference of contents depending on the media where it is issued. Methodology: In order to confirm our hypothesis or not, we will use the qualitative and quantitative method. The techniques to be used will be the documental observation and contents analysis. Conclusions: This Ad Hoc contents analysis enabled obtaining quantitative data and made the approach to our objectives in a qualitative manner easier, therefore, the starting hypothesis has been responded and it is confirmed that the brand uses Rock&Love in the contents shown through the different platforms of Red Bull TV.