Four business degree students from Minnesota School of Business-Blaine (MSB) came up with and pitched advertising ideas for Red Bull to SixSpeed, a Minneapolis-based advertising company. This was part of a competition among several schools in which one idea would be selected, and the winning group would take their project to Red Bull and work as interns to implement the idea.
Students Mike Manderschied, Gary Taft, Ceira Shappell and James Clark came up with three advertising ideas to present to the agency. They presented each idea in story form for consideration, explaining what Red Bull would gain from using the idea:
- Motorcycle Jump: A Red Bull athlete would complete a world record jump of 435 feet on a motorcycle from Ellis Island to the Statue of Liberty onto an aircraft carrier.
- Free-Falling: A snowboarder would jump out of a helicopter from 20,000 feet onto a cliff, and race from 20,000 feet to zero.
- Video: 5-15 minute video on a Red Bull athlete. The individual would talk about their background growing up, where they’re at currently, and the direction their career is going.
The group met with a team from SixSpeed weekly for four weeks. The students updated the team on their pitch ideas and received feedback.
“The representatives from the agency were very straightforward with what they thought about our ideas,” said Taft. “We really got a chance to see what it would be like to work for the company.”
Although their ideas were not selected for this particular project, the group learned a great deal about the process used in creating advertising campaigns.
“The experience put into perspective what it would be like to work for an advertising agency,” noted Shappell.
“On behalf of the MSB-Blaine business program, I want to personally recognize and thank these four business students for the creative and unselfish contributions they made to this unique marketing effort,” said Business Program Chair Dave Erickson. “While they were not paid, and their project was not even a school requirement, they took it upon themselves to spend hours of their time coming up with some creative advertising ideas that any company would be proud to use, either now or in the future.”