For quite some time Red Bull has been sponsoring extreme sports, organising sports events ands so. It's amazing to see how everytime they seem to be able to take it a step further. By building Shaun White a private half pipe, and making nice coverage of it, they got worldwide media attention, not to speak of the online viral effect.
Moreover it builds persona around Shaun, a cool dude to be associated with as a brand.
Surely when Shaun wins gold at the Olympics, many a journalist will refer to the footage below (which has the red bull coveniently stamped all over it.)
Anyway, I liked it.
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