Branded content e brand journalism em red bull: interdiscurso “red bull te dá asas” em red bull stratos

Abstract

This research investigates the concepts of branded journalism and branded content from the strategic construction of Red Bull's communicational narrative in pieces produced for the Red Bull Stratos campaign. From the discourse analysis and conceptual approach on Branded Content and Brand Journalism, it was possible to carry out an investigation that deals with plural objects. The study was anchored in the brand’s communication pieces, the “Space Jump” video teaser, the “Project Red Bull Stratos” page interface, and the article “Stratos by the numbers: the main statistics behind Felix Baumgartner’s space jump” ” . For this, an in-depth study was carried out on communication in the construction of meanings that dialogue with the slogan “Red Bull gives you wings”, using brand journalism, branding and brand content strategies. The research asserted that the brand uses these communication tools in its communication pieces to establish connections that go beyond the commonplace of consumption with the public, through disruptive, exciting and radical content, creating value for the audience while informing and engaging in its universe, activities and brand positioning.