Extreme Sports and Marketing

I read the article on "Social media as a marketing tool for extreme-sport oriented companies".http://www.diva-portal.org/smash/get/diva2:631004/fulltext01.pdf

It gave specific information on what companies will do in order to market themselves.

www.digitaltrainingacademy.com

The question asked in this post is, “How can extreme-sport oriented companies use social media effectively and safely in marketing?”.

In a way to market extreme sport companies, companies create low-budget videos and post them onto social media. For example, a Red Bull-sponsored base jump from the space was widely reported both in social media and in more traditional media (Tierney, 2012). After the company publishes the video to social media, word spreads out fast and fans “like” and share the video.

Traditional companies are not able to use low-quality videos on tv marketing because they have been using high-quality videos. When they use tv marketing, it wouldn’t make sense to upload a low-quality video on such an expensive advertisement. Marketing on tv would also make traditional companies take a step backward. One more reason why traditional companies cannot use low-quality extreme sport videos is because they need to be involved in some sort of extreme sport.

The extreme sport companies that use these low-quality videos are usually developing the sport forward. These companies that market on social media also market through the means of creating facilities to train, fabricate equipment used, and advertise in sport magazines.In that, these companies have made an “extreme reputation” for themselves.  In another way is to associate with a beverage like an energy drink. The article mentions how “the energy drink giant Red Bull has taken this even further by having developed their extreme sport relation from event promoter to one of the biggest multi-sector companies in the world. They have even invented some totally new extreme sports (Red Bull, 2013).”

In other words, the main idea of this article I read is stating how extreme sport companies use social media for marketing.