Energy Drinks + Social Media

Millennials have become huge fans of energy drinks. Given that, companies such as Red Bull and Monster Energy have become very active in Social Media.

Red Bull has become a major player in the social media world. It is currently the third most influential social brand in the world. They have gained a huge fan base with their Facebook, Instagram and Twitter page. Recently, they has seen a lot of growth in their Twitter pages as they are now the #2 beverage brand on Twitter with close to 600,000 followers. They not only have their official Red Bull page, but also a Red Bull music page, Red Bull TV, Red Bull Skate and Red Bull UK. This shows the big presence that Red Bull has on Twitter.

Red Bull has focused on connecting with their customers through their social media. They have created marketing campaigns were they create stories and make them meaningful, so that people share them with others. They focus mainly on the topics of action sports, gaming and music, which align with the company’s concentration and mission. For example, they include photographs and videos of sports professionals and include how Red Bull helps them become as successful and talented as they are. These posts bring a lot of energy and motivation to the customers. Also, they include live streams of gaming events to engage fans from all over. They have created a campaign with the hashtag #GivesyYouWings, which has brought a lot of brand impressions. Through this campaign Red Bull has been able to market their brand in a way that is interesting for their customers by giving them an experience.

The images below show examples of how Red Bull post different stories and experiences in their social media pages to connect and engage their customers.

Monster Energy is a visual brand, as they connect with their customers by posting videos and pictures in their social media pages. Similar to Red Bull, they focus their posts on sports and athletes. Their main slogan is “Unleash the Beast”.

The company, as mentioned in an interview, does not pay for advertising. They do not want to attack people with advertising, they rather target their existing fans. In order to retain customer relationships and integrate their customers, Monster uses its social media pages as a way to entertain their clients and keep them connected with the brand.

Part of their social media strategy is to post pictures and videos of extreme sports athletes. They are mainly published in their Facebook page. Their Twitter page includes news about their achievements, sponsored athletes and events. In both their Twitter and Facebook pages, Monster retweets and shares posts from sponsored athletes. Monster’s Youtube page has also contributed to their presence in Social Media and interaction with clients.

Monster has shown innovation by how they promote new athletic partnerships through one of their private social media networks, Monster Army. Through this page, fans of Monster Energy can create a profile and post images and videos with their own extreme sports footage to compete for sponsorship from Monster Energy.

The images below show Monster Energy’s Monster Army page.