One of this year's edgiest and boldest brand moves: Red Bull Stratos, the energy drink's historic mission to send Austrian skydiver Felix Baumgartner up to the edge of space, then get him to freefall from 120,000 feet. It wasn't just a marketing coup for Red Bull, but a real scientific achievement that proved that when it comes to marketing, Red Bull has managed to even capture the final frontier.
Red Bull's Stratos Project, which we previously wrote about in 2010, saw Austrian athlete Felix Baumgartner attempt a "leap from the edge of space" this August.
Fueled by Red Bull, Baumgartner attempted to skydive from a stratosphere-placed balloon at 120,000 feet. The project aimed to break four records at the same time, which have remained unbroken since Col. Joe Kittinger's freefall from 102,800 feet in 1960.
A couple of years ago, the project was put on hold after Daniel Hogan, a California promoter, filed charges that the idea of a high-altitude skydive was originally his. The suit has since been settled out of court.
The project also had a notable scientific angle. All findings and breakthroughs were shared with the aviation and aerospace science community, just like Kittinger's mission, which had proved to be instrumental in developments like space suits and near-space safety. Kittinger is now part of the Red Bull team which advised the mission.