Red Bull has successfully used branded content videos to utilise its large online audience in a smart way. The most recent example is a video featuring stunt performer Travis Pastrana breaking a world record with a spectacular rally car jump.
A few minutes after the clock struck 2010 (on the East Coast, that is), Travis Pastrana jumped his Subaru Impreza 269 feet, smashing the previous record of 171 feet set by DC Shoes co-founder Ken Block in November 2006.
Red Bull makes of this online video the core of its advertising strategies in order to reach a target audience that is difficult to reach elsewhere (TV or otherwise). This video reached more than four million viewers in one month.