Red Bull, famous for its energy drink, has began trying to spread its brand in Africa and is starting in South Africa. International energy drinks company teaming up with mobile operator Cell C in South Africa
On Tuesday 8 February, Red Bull Mobile (RBM) launched its new offering in partnership with operator Cell C at a lavish opening event in Johannesburg, South Africa. The deal will see Cell C offer RBM packages which include two post-paid contracts on four smartphone devices, three of which are Android based all covered by Cell C’s HSPA+ network.
Red Bull Mobile will utilise Cell C’s 4G network which is capable of internet speeds up to 21 Mbit/s. Subscribers will be able to take advantage of exclusive web content compromising of the following:
• Red Bull TV – The latest and most exclusive video streams of football games, extreme sports, music concerts and Red Bull sponsored events.
• Red Bull Mobile Portal – giving subscribers exclusive content such as news and events.
• Red Bull Apps – Red Bull Music Academy (RBMA) Radio – offering exclusive music and interviews. Coach – a personal training app. Community – bringing together social media sites like Facebook, Twitter, Flickr and YouTube. Games – Red Bull Flugtag and Red Bull E-Fighters.
• Red Bull Events – Access and information on Red Bull events near you including club nights and the chance to win concert tickets.
Red Bull Mobile will release its aggressively priced packages in Cell C stores from 25 February. The first package, the RBM 100, costs R149 per month, while the second package, the RBM 200, costs R249 per month; both packages include free handset, voice minutes and data bundles.
At the RBM launch, Cell C CEO Lars Reichelt said: “Red Bull’s energy will not only be in a can, but in mobile as well.”
In a mobile market which is growing at a substantial rate, Red Bull mobile will have no shortage of interest across South Africa. However, in a market dominated by MTN and Vodacom, RBM have their work cut out especially after Telkom launched 8ta mobile four months ago.
Red Bull is one of the world’s most recognizable brands and this new entrance into South Africa is a good start to widen its reach and brand in Africa’s most dynamic consumer market.