This is your four minute warning: how can Red Bull make those seconds really count?

Red Bull StratosIn this guest post, Adam Hodge asks what value a blink-and-miss-it event can have for a brand long term, and how Red Bull can possibly recoup its investment.

On Sunday morning Felix Baumgartner stepped out of a pressurised capsule more than 36km above the earth and began a 4 minute free-fall into the record books. But what value can a brand like Red Bull get from an event that is over in a matter of minutes? 

Red Bull Stratos is the most recent in a long line of extreme sport and adventure activities that the Austrian energy drink brand has become famous for around the globe. This event saw 43 year old skydiving daredevil Baumgartner jump from a stratospheric balloon on the edge of space in an attempt to be the first human to break the sound barrier during free fall.

The 4 odd minutes of free-fall were viewed live around the globe via the 100+ media partners of the mission, including the BBC, Discover Channel, ABC (US), TVNZ and our own 7Mate and Yahoo!7.

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