RED
BULL.
How It Started
At first, I just wanted to drive the Mini Cooper. That iconic Red Bull car had always caught my eye and when a friend sent me the job listing during college, I applied without fully knowing what the role was. But once I was hired, I quickly learned it was so much more than just getting behind the wheel.
As a Red Bull Student Marketeer, I became the face of the brand across Central Columbus, delivering direct, high-impact experiences that brought energy to every interaction. Dressed head-to-toe in Red Bull gear with the signature can-shaped backpack cooler strapped on, I hit the streets in the Mini Cooper to build authentic, one-on-one connections with consumers.
Our mission? Drive trial, spark conversation, and collect actionable insights.
Building a Brand Image
Whether we were popping up on Ohio State’s campus or pulling into local skate parks with Red Bulls in hand, every stop was a chance to engage with our audience in a real, human way. We offered flavor choices, collected feedback, and reported consumer preferences through Red Bull’s internal analytics platform, turning every interaction into a micro focus group.
Beyond grassroots sampling, I helped activate larger brand moments. I co-hosted a Red Bull F1 Virtual Lap Challenge using a simulator setup at a local gaming arena, kicked off with a brewery watch party. Winners were flown out to Red Bull’s F1 events. I also helped stage an unforgettable viewing event for the “Plane Swap” stunt, where two athletes attempted to skydive between moving planes, partnering with a fraternity to handle logistics, build hype, and deliver an unforgettable brand experience.
What Red Bull Taught Me
This wasn’t textbook marketing. It was real-world, boots-on-the-ground brand building. I learned how to turn casual connections into brand loyalty, how to capture consumer insights in real time, and how a global brand stays cool, relevant, and relatable at the street level.
And yes. I did get to drive the Mini Cooper.