digital press release
THE DIGITAL PRESS RELEASE WAS CREATED FOR THE RED BULL BRAND AS AN INTRODUCTION TO THEIR NEW SUB-CATEGORY OF THE DRAGONS BLOOD VODKA DRINK. THE DIGITAL PRESS RELEASE IS WRITTEN IN INVERTED PYRAMID STYLE, OPENING WITH THE MOST SIGNIFICANT CONTENT, AND ENDING WITH "BOILER" MATERIAL THAT PROVIDES THE RED BULL BRAND’S CONTACT INFORMATION AND DRIVES THE READERS TO THE NEW SUBCATEGORY PRODUCT. THIS ARTIFACT IS BUILT AROUND PROFESSIONAL COPY THAT INCLUDES VALUABLE INFORMATION FOR THE AUDIENCE TO HEAR ABOUT THE NEW PRODUCT AND WHEN IT WILL HIT THE MARKET. THE PROFESSIONAL COPY PROVIDES THE AUDIENCE WITH AUTHENTICITY, ASSURING THEM THE STORYTELLING IS NOT A TRANSPARENT SELLING EFFORT. THE TONE OF THE PRESS RELEASE IS FUN AND ENERGETIC TO REFLECT THE TONE OF THE RED BULL BRAND. I CHOSE TO USE A FOUNDER STORY FOR THIS PIECE OF MEDIA BY INCLUDING A MESSAGE FROM THE CEO OF RED BULL AS A METHOD TO PERSUADE THE AUDIENCE. THE RHETORICAL CONTEXT IS THAT THE MESSAGE FROM THE FOUNDER ESTABLISHED A CONNECTION OF THE BRAND TO ITS AUDIENCE, MAKING THE STORY INSPIRATIONAL AND RELEVANT. THE MAIN GOAL OF ESTABLISHING THIS CONNECTION WAS TO PROMPT THE VIEWERS TO GO OUT AND PURCHASE THE NEW SUB-CATEGORY. AAKER (2018) EMPHASIZES, “TO MAXIMIZE THE VALUE OF A FOUNDER STORY, MAKE IT RELEVANT TO THE CURRENT AUDIENCE” (P.111). HE MENTIONS THE TEQUILA BRAND, DON JULIO IN HIS BOOK AS AN EXAMPLE OF THIS. THE FOUNDER OF DON JULIO WANTED TO REPLICATE HIS CATEGORY VISION BY PLANTING HIS PLANTS FURTHER APART TO CREATE A STRONGER TEQUILA. HE ALSO REDESIGNED THE PACKAGING OF THE BOTTLE, MAKING IT SHORTER SO PEOPLE COULD LOOK INTO EACH OTHER’S EYES AND HAVE MORE ENGAGING CONVERSATIONS AT THE DINNER TABLE. “HIS WILLINGNESS TO CHART HIS OWN PATH PROVIDED INSPIRATION FOR MILLENNIALS, A PRIME TARGET GROUP… AS A RESULT, WHILE THE TEQUILA CATEGORY GREW 4 PERCENT IN SALES AND THE LUXURY TEQUILA LEADER WAS UP 7 PERCENT, DON JULIO WAS UP 30 PERCENT” (P.112). ETHICS, DIVERSITY, AND INCLUSION INFORMED MY CHOICES WHILE CREATING THIS ARTIFACT BECAUSE I WANTED TO MAKE SURE THE MESSAGING WAS TARGETED TO TOWARD EVERYONE IN THE AUDIENCE THROUGH INCLUSIVE MESSAGING.
