Go Pro x Red Bull

Nothing compares to an adrenaline rush. It's the reason we enjoy cliff jumping, roller coasters, and extra-strong coffee. When we experience an adrenaline rush, we feel unstoppable, invincible, and eager to take on the world. 

Red Bull and GoPro may not seem to have much in common. One is an energy drink and one is a camera. But these brands share what is perhaps the most important thing of all: a mission to provide an adrenaline rush. In their own unique ways, Red Bull and GoPro make us excited about life. 

That is why their collaboration makes perfect sense. In 2016, Red Bull and GoPro entered into an exclusive global partnership under which GoPro would film all of Red Bull's promotional content.

GoPro revolutionized the camera industry by enabling adventurers to take cameras where they wouldn't otherwise be able to go. Thanks to GoPro, people can record their first-person experiences tearing up the ski slopes, doing backflips over waterfalls, and catching monster waves. 

GoPro bought this same adrenaline-inducing energy to Red Bull ads using panoramic vistas and epic action shots that capture the essence of what it feels like to drink a Red Bull. And, in keeping with their shared goal of inspiring customers to live bigger, the brands even filmed skydiver Felix Baumgartner’s epic free-fall from space.  

You probably don’t even remember Red Bull commercials before GoPro took over, but now when you see one, you’ll want to drink a RedBull and use your energy to do something exciting.

This collaboration is the perfect example of impactful co-marketing. Two like-minded brands used their unique strengths to create engaging content for their shared audience of thrill-seekers.  

In a brand collaboration, anything that excites your audience is going to work in your favor. Bonus points if you can make your customers feel that excitement on a visceral level.