In recent years, marketers have realized that one of the most effective ways to engage consumers is to ask them to come online and share their stories, photos, and creative ideas with the world. Increasingly, however, we're seeing that this world-meets-web concept works the other way too -- meaning savvy marketers are using their online connections as opportunities to send their fans out into the real world on branded missions.
Such is the idea behind the new "Red Bull Stash" Facebook campaign. The company has hidden Red Bull Energy Shots all over the U.S., and is providing clues to their whereabouts via its Facebook page. Consumers who manage to track down a real-world "stash" are then encouraged to come back online and claim their find, as well as post pictures of their missions.
The strategy aligns well with the Red Bull brand, which has long encouraged real-life adventures among consumers. And it goes a step beyond mere branding to also double as a promotional product giveaway. Brilliant.
