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Mission to the edge of space
How do you create the world’s largest content marketing event when there’s no dry run?
On October 14th 2012, Red Bull sponsored daredevil skydiver, Felix Baumgartner, to jump from a helium balloon in the stratosphere down to Earth – a 25 mile high skydive where he reached an estimated max speed of 843.6mph.
15 minutes later when he touched down somewhere in New Mexico, he’d broken 4 world records and became the first human to break the sound barrier without being in an aircraft.
We beamed the whole event around the globe and in the process, created the biggest livestream in the history of the Internet.
For Red Bull, this was much, much more than watching a guy fall out of space.
They wanted to redefine their brand as a serious engineering force who always pushed the boundaries of possibilities. So, the digital experience of course had to be fun, but fundamentally, it had to represent the incredible amount of mental and physical effort that went into Stratos.
We worked tirelessly to make sure that happened. We mixed interviews, videos and blog content with a game that gave visitors the chance to predict Felix’s eventual landing spot for the chance to win a £12,000 mission watch.
But that’s not all. Felix wasn’t about to nip up to space again if the site crashed, so we had to have absolute confidence everything would work without a single hitch, no matter how much traffic came its way. Our tech team worked with such great effort and energy to make sure our solution was completely bulletproof, implementing heavy duty testing and collaborating closely with Red Bull and their other agencies.
On jump day, Stratos attracted much more attention that we had predicted.
It resulted in the biggest livestream ever in the history of the Internet. It doesn’t get bigger than that!
22m site visitors on jump day.
8m people simultaneously watched the livestream of the jump on YouTube.
3.1m tweets about Stratos on jump day which accounted for more than half of all the trending topics on Twitter.