Red Bulls's Role in Generational Media Targeting Millenials and Gen Z through Digital Media
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| Format: | Thesis |
| Kulcsszavak: | communication digitális média Gen Z generation generációkutatás Millenials Y generáció Z generáció |
| Online Access: | http://dolgozattar.uni-bge.hu/59215 |
| Abstract: | This thesis set out to explore how Red Bull successfully engages Millennial and Generation Z audiences through a mix of digital storytelling and experiential branding. By combining theoretical models with real-world examples and audience data, the research highlighted how Red Bull’s communication goes beyond simple advertising — it builds emotional connection, cultural symbolism, and generational relevance. The findings show that when brands align with their audiences’ values, adapt to platform-specific behaviors, and create authentic, participatory experiences, they can evolve from product providers into lifestyle icons. Red Bull’s strategy serves as a compelling case of how modern branding can resonate deeply in the digital age. While this study focused on a single brand, its insights reflect broader shifts in consumer expectations and marketing practices — especially among younger generations. As digital culture continues to change, so too will the ways in which brands must engage, inspire, and remain relevant. |
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