RedBull is one of the biggest brands in the world right now, and with its young and existing brand image it was just a matter of time before they switch from extreme sports to the music world. Channel 4 is to simultaneously live-stream 31 “capsule gigs” from pods in the EDF Energy London Eye as part of the Red Bull Revolution in Sound, in what both companies are dubbing a “celebration of UK club culture”.
The Channel 4 website will be streaming all 31 gigs at the same time, with the likes of Lily Allen, Katy B, Skream and Rudimental all on the list of performers. Channel 4 will promote the event across its portfolio of channels, including its social networks and websites, and will also air a TV ad featuring DJ Annie Mac to encourage audiences to tune-in to the Red Bull Revolutions in sound stream.
The Marketing Mix 