Green Monsters Red Bulls

wo13.06

Old News: “On (…) Oct 6, 2010, Red Bull is Facebook’s 5th brand page overall, while Monster Energy holds the 19th position. (…) [W]e should definitely keep an eye on these two competitors and follow their progress in the future.” So I decided to do just that.

Who wins two years later: The Bull or the Monster?
 Today in Social Bakers’ FMCG category Red Bull is number 2, right after Coca Cola; Monster is ranked 6th. So, Red Bull wins, right? Wrong! Ok, Red Bull almost has 29 mln fans and Monster Energy ‘only’ has 17 mln of them. But as far as engagement is concerned the Monster thrashes the Bull with a PTA (‘People Talking About This’ metric by Facebook) of 250k vs. 225k. With 12 mln fans less they actually have a higher PTA.

Dare to choose
This could have something to do with the attitude of the two brands. Red Bull feels like a sleek, very well marketed and professional brand focussed on extreme sports. Monster on the other hand states: ”[...] all of our guys walk the walk in action sports, punk rock music, partying, hangin’ with the girls, and living life on the edge.” Monster feels like the more rugged version, consistent in everything they do and really dares to choose ‘extreme’ in style, color, events and bands. They both combine (extreme) sports and music, which is smart. This way they reach out to the same people over and over again, when in a different mood or state of mind and on various touchpoints.

Work-atar and Leisure-Me?
In the – not that – old days marketers thought consumers had a work personality and a leisure personality: suited and booted during the week, ragged jeans on Saturday. Nowadays in the free world and on Top of the Maslow we feel we have the right to be ourselves every day of the weekend and twice on workdays. Exceptions? Yes, but the other day I even saw a female MD with snake-pattern boots underneath her white doctor’s coat. Furthermore: it does not change (anymore?) once or better because we get older. According to the Mentality Model of research agency Motivaction our basic values are being developed between the age of 15 and 22 and then pretty much remain the same. Albeit expressed in various extremes in the same person in different moments; just less pre-defined by work or leisure and more consistent over time. Less complicated, less stressful for ourselves, but sometimes difficult to grasp for some marketers.

So you really like Nine Inch Nails AND you love having an Afternoon Tea @ the Inn at Woburn with your family? Yes. Just not at the same time, please.

Door Wilmar Alex in Communicatie, Design, Facebook, IN10 Bloggers, IN10 Weblog, Interactie, Social Media
woensdag 13 juni, 2012
02
  • http://twitter.com/mephysto Maurice Melchers

    Not entirely sure what the message is you’re conveying here. Red Bull has been pushed off the throne by Monster in terms of Facebook fans?
    Not bashing or anything, just seems like a researched article what I’m not sure the conclusion is of :)

  • http://twitter.com/mephysto Maurice Melchers

    I see now that made more sense to me :)
    Small sidestep, in terms of the importance of interaction on FB.what are your thoughts on this article? http://thenextweb.com/insider/2012/06/10/now-that-follow-us-on-facebook-has-replaced-the-website-for-brands-what-will-be-next/ (great thoughts being thrown in the comments  as well)

    I thought it made it look like we, both as consumers as well as exploitants, are dragging the quality of the Facebook-platform down just like humanity is polluting earth.