It is, absolutely, a genius marketing strategy. Their primary demographic just happens to be the kinds of people who watch insane sports. Brand recognition from those events is huge, and then people just happen to drop their brand-name when talking about the events to other people.
Probably cheaper in the long-run than trying to compete with someone like Coca Cola in more traditional campaigns, and way more effective.
And like Coke and Kleenex, through sheer brand awareness, they've achieved that rare feat in which a company's brand becomes synonymous with an object. In conversation throughout the world,
It is, absolutely, a genius marketing strategy. Their primary demographic just happens to be the kinds of people who watch insane sports. Brand recognition from those events is huge, and then people just happen to drop their brand-name when talking about the events to other people.
Probably cheaper in the long-run than trying to compete with someone like Coca Cola in more traditional campaigns, and way more effective.