Red Bull's sponsorship of Felix Baumgartner's 2012 stratospheric freefall from 128,100 feet broke the sound barrier and shattered YouTube live streaming records with 8 million concurrent viewers. The stunt cost approximately $30 million but generated an estimated $500 million+ in earned media value and 50 billion media impressions globally. It is the definitive example of content marketing as spectacular event, cementing Red Bull's identity as a brand that "gives you wings" in the most literal sense.
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