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Remember that this is not the first project by Red Bull. They are sponsoring a lot of travels and videos by trial (cycling), parkour, wingsuit or other practicioners. They have their own print magazines in many languages etc. They are practicing content strategy at a whole new level. They are creating the news.
I wanted to write that post, good job on beating me at it :)
Redbull is an incredible marketing machine, the number of things that they sponsor or have some part of is incredible. However this has to be up there with the top things that they have been part of, truly remarkable to see. @Gael thanks :) Thought it would be pretty awesome subject.