Today I had the pleasure of interviewing for a Red Bull position over the phone.  It wasn't a position that I had a real passion for, but it was an opportunity nonetheless.  A chance to work for a winning brand, a brand I believe in, and a brand that stands for action, entertainment, and an overall spirit of excitement.  The position itself was a Field Marketing Specialist.  Amongst a list of qualifications, roles, and responsibilities I found what I considered to be the heart and soul of the position: "to bring a local face to a global brand."  Immediately I had a brainstorm of hundreds of ideas on how to make this possible.  

The conversation started around 1:15 PM and ended around 1:27PM.  Let's just say I wasn't a good fit.

The position we discussed on the phone sure as heck didn't seem like a Field Marketing Specialist.  It sounded more like a Promotions Manager.  They needed someone to find brand ambassadors, someone to tell them what bars to go to, and someone to make sure they interacted with college students at parties, bars, and sporting events.  Sure it all relates to marketing, but does it really warrant the label, "marketing specialist?"

On the phone I talked about the big ideas that I had for this position.  If we wanted to create a local brand, we would need local platforms to interact with St. Louis on an individual level.  We would need a Twitter account, a Facebook page, and a blog.  We'd post up to the minute messages to let people know where we were.  We'd have a GPS enabled map on our Facebook page so people could find us.  We'd post pictures, videos, interviews, creative content, and anything and everything Red Bull.  We'd post bios of our team members, we'd sponsor parties, and we'd create connections through each and every social network in STL.  We'd post random Red Bull stashes in STL and promote the whereabouts through Twitter and Facebook.  We'd take pictures at parties and post them on Facebook.  We'd give individuals links to download the pics the next day.  We wouldn't just show up to a party or a sporting event, we'd be the reason people would be going to these events.  Think of it as promotions 2.0.

To the HR woman I interviewed with, these ideas labeled me as a "good fit for the interactive department at Red Bull."  I guess they are late in the game in realizing that interactivity is now apparent in almost every aspect of marketing, especially in promotions.  Sure, Red Bull can get by by just putting people at events to pass out samples.  I just wish they'd realized that that's an outdated view of field marketing.  We're in a new age now.  Interactivity, connectivity, and communication are what consumers want.  How better to give this to them, than to create a team of loyal, local, and connected individuals who not only live the brand while they're working, but also when they're sitting behind their computers.

There's a lot more I could say on this matter but I think I'm preaching to the choir.  If we're looking to create an entertaining experience, we're gonna have to do more than just show up to a bar.  

Let's hope they keep the Air Races, because that's something that can never get stale.

Let me know your thoughts.  I think I'm on to something, but maybe I've just had too many Monster Energy Drinks.

11/5/2009 11:45:40 am

I definitely think interactive media is the way to go for companies like Red Bull. I'm not a Red Bull drinker myself, but other companies that I am interested in would benefit from something like this as well. I would like to know where the reps will be, what they will be handing out, promotions, etc. by clicking on a facebook or twitter page. You're ideas are really good, and Red Bull should have considered those ideas.


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