What does freefalling from the edge of space have to do with an energy drink? Nothing, but it has everything to do with the Red Bull brand. The immersive Stratos project was a glimpse into the future for all brands. Not just the content that included breaking numerous world records, but the integration of an all-encompassing strategy that focused on distributing the brand message through a variety of media opportunities, such as a live stream on YouTube, live TV broadcast and partnership with Discovery and live updates through multiple social media platforms.

Advertising has become a guest in the consumer’s increasingly digital world, and it is by invite only. Brands must fascinate and engage consumers through captivating content, meaningful utility and remarkable experiences. Content is the new currency of your brand; it is an investment in your customers. Just like any other investment, it must be diversified, and the return on investment is measurable. Red Square house rule #7: Always keep score.