“For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.
Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend and the rest of the world watch, live.
With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt and brand utility.”
Fair enough, but for the record, I’ve worked in advertising for 15 years and not once has “not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.” been called “too risky”.
In fact, I’ve never been asked to either of those things.
In fact, I’ve never even had budget allocated for those thing.
In fact, in my experience, mentioning out loud that you might consider doing those things would get you removed from the project