The Big Brand Theory: Red Bull's Social Media Marketing - In the mid-1980s, Dietrich Mateschitz and Chaleo Yoovidhya teamed up to create Red Bull. In the late '80s and early '90s, Mateschitz, the company’s CEO, leaned on guerilla marketing aimed at young dance club patrons. If you were a New York City or London DJ hoping to put on a party, chances are you were able to get Red Bull to send over a pile of product with some very attractive individuals to help pass it out. The company continued their unconventional marketing by focusing on sports – particularly those that have a great deal of fan energy such as soccer, Formula One racing, and extreme sports. By the end of 2012, the energy drink company had sold over 6 billion dollars’ worth of product and sponsored countless sports teams, and most notably, the Red Bull Stratos jump.

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