"Buzz marketing"

: estudo de caso da marca Red Bull

Abstract

This report is based on the internship done at the advertising agency Ogilvy & Mather and it’s about the subject of Buzz Marketing. To further explore this issue and its dynamics, this report contains an analysis of Red Bull’s marketing strategy, widely considered to be one of the leading case studies on the subject of Buzz Marketing. This topic can be defined as an innovative marketing strategy with the main goal of creating conversations between consumers about a brand, its products or services, so the message can spread among them. Recently Buzz Marketing has become one of the most talked about subjects in modern marketing, mostly due to today’s relevance of interpersonal digital communication and social and economical changes that shook the marketing world, thus making Buzz Marketing a pertinent topic to study.

Date of Award	Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)