Unlike many businesses, Red Bull does not use traditional sponsorship as a method of below-the-line promotion. Red Bull takes a different approach. It creates and organizes its own events around the world that provide a platform for talented athletes to showcase their skills and ambition.

One such event is the Red Bull Flugtag, a global event being organized by Redbull since over 30 years. The German translation of the term Flugtag is ‘Flight Day’. And as the name indicates, the event is a day dedicated to flying homemade human-powered flying machines launched off a pier or suitably sized water reservoir. And no, you do not have to be a pilot or engineer to participate. Just create an innovative craft, sit in it and jump off a cliff. Easy!

A key aspect of Red Bull’s promotion is about creating genuine relationships with individual athletes. Through supporting these athletes in pushing themselves beyond their limits, Red Bull is able to engage with consumers and provide experiences that excite, surprise and challenge participants and spectators.

In 1992, the first Red Bull Flugtag took place in Vienna, Austria. In the years since, more than 35 Red Bull Flugtags have been held around the world.

The first Flugtag in USA was held at the Embarcadero Pier in San Francisco in 2002 and attracted close to 25,000 spectators.

Last years Flugtag in Long Beach, California saw an attending crowd of 110,000.

The city that holds the world record for attendance to this event is Cape Town, South Africa with 220,000 attending in 2012.

In September this year, Red Bull Flugtag comes to Sankey Tank in Bangalore where teams of four will compete in this free event on 3 parameters: flight distance, creativity of their build and showmanship, upon which three winners will be chosen.  With reference to previously held Flugtag’s, the total approximate retail value of all promotional prizes is around 14K USD, however, it has not been disclosed what the total giveaways would amount to in the India edition.

Like all of Red Bull’s events, the Red Bull Flug Tag is based on a belief that mass awareness can be achieved without requiring big budgets. These activities are focused on building talent and pushing the sport to new levels through innovation. However, the emphasis is on local activities that can have a big impact and create interesting media coverage. These have the advantage that the company can quickly