To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today we feature Red Bull Stratos as our marketing moment, a mission thaw saw Austrian skydiver Felix Baumgartner fly 128,000 feet (about 24 miles) into the stratosphere before jumping towards earth from a high-altitude balloon.
The stunt, which took place on October 14, 2012, was part of Red Bull’s mission to “transcend human limits” and involved a team of experts from fields including aerospace medicine, engineering and pressure suit development.
Following the mission, Baumgartner became the first man to break the speed of sound in freefall along with several other records.
According to Red Bull, Baumgartner’s feat “holds the potential to provide valuable medical and scientific research data for future pioneers.”
The experiment is one of the brand’s most high-profile stunts to date and set records for the brand as well – more than eight million people watched the YouTube livestream of the jump, a record number of viewers for the platform at the time.