Brand Association via Sheer Talent

What do Red Bull, Volkswagen, S1Jobs.com and Digdeep Streetwear have in common? For a few people reading this, the answer is clear: Danny MacAskill.

In case you haven’t seen him, he’s the incredibly talented Scottish bike rider who performs amazing stunts with such ease and confidence that he seems to defy the laws of physics.

The question is why would these diverse brands associate themselves with this rider? The quick answer is that no matter who you are, you can’t help but watch in amazement as Danny calmly and deftly rides in urban and rural environments while hopping, jumping and flipping with ultimate grace and fluidity. No doubt each of these brands have target audiences that have similar profiles and age demographics. Like many gifted athletes/entertainers, he draws an audience and keeps them captivated for more than enough time to make an association with these brands. And the fact that these viral videos are on Vimeo and YouTube makes them even more cost effective as well as engaging.

The Red Bull connection makes sense since the energy drink is well known for sponsoring extreme sports. Red Bull is without a doubt one of the best examples of a brand that has, for the most part, shunned traditional media in favor of sponsorships and clever distribution to create a following that continues to dominate the 16 – 29 coveted (primarily) male audience. The short film “Way Back Home” is a tribute to the art of filmmaking and subtle marketing that squarely focuses on Danny’s amazing riding abilities while showcasing the beautiful Scottish scenery in the background – and only once showing the actual drink. (The film shows Danny briefly drinking a Red Bull, although you can’t see the label, and it also shows his helmet.)

The one minute Volkswagen ad is a little more overt with the cars strategically placed throughout Danny’s ride through the streets of Lisbon and ends with him putting his bike in the back and getting in the car. Interestingly, the comments on YouTube include “I’m more interested in the bike than the car” and “great biking. ugly car.” Which may not make VW too happy but still provides great exposure to be associated with such awesome talent.

The S1Jobs.com extended spot prominently features Danny’s riding all the way to the end where it simply states with “love your job”. The implication being that people should find a job they’re passionate about just as much as Danny is about his riding. A YouTube commenter sarcastically stated: “Okay, dammit clever marketers, WTF is S1? I simply must know what product or service they provide now haha.”

And finally, the DigDeep Streetwear spot has Danny wearing different apparel and branded T-shirts in a number of shots. He’s also wearing the Red Bull helmet which certainly isn’t by accident. The YouTube comments for this spot include “Absolutely fantastic, this guy is my hero! Love the gear he is wearing!” The awareness of DigDeep is solidified with each new viewer.

Like any emerging sports personality, Danny MacAskill draws viewers and captivates them with his magical abilities much like a Cirque du Soleil performer or LeBron James as he entered the NBA a few years ago. His magnetism rests with the way he makes seemingly impossible stunts look easy and care-free. The online videos allow for both good and bad comments which (overall) provide positive awareness and brand association as well as an opportunity for a conversation with the target audience. In a nutshell, it’s smart buzz-marketing delivering worthy content.