Red Bull’s New Marketing: Target Interns Everywhere
A PSFK intern received free energy drinks as part of a new initiative to get product into the hands of tomorrow's influencers.
Recently, one of our excellent interns here at PSFK was contacted through LinkedIn by global energy drink maker Red Bull, with a message reading ‘Want to be intern of the hour?’ and a prompt to sign up for free cans of their signature beverage.
Aiming at an interns’ general desire to be recognized and remembered, the language in the message conveys the idea that getting free energy drinks would make them the “official Red Bull Intern of the Hour, with a certificate to hang at your desk.”
The certificate is a handwritten note that comes with three 4-packs of Red Bull, delivered cold.
Other interns at PSFK and elsewhere have been contacted with the same offer. It seems that the idea behind this promotion is that if on the off chance that a few energy drinks lands an intern a job or good recommendation, Red Bull gets a devoted brand ambassador. Or a write-up on a cutting-edge trends website.