I discovered the e-commerce tech startup, Fast, on Twitter. Bless the Twitter algorithm.
I'm pretty sure that Twitter recommended I follow Matthew Kobach (Director of Content Marketing at Fast) based on mutual connections. Upon landing on Fast's Twitter page and seeing their innovative marketing tactics, I couldn't help but be drawn into their brand.
Fast's marketing strategy parallels that of Red Bull's. The latter has made a name for itself as a leader in branded content. They've partnered with professional athletes across a wide range of extreme sports to rep their brand. Red Bull's famed logo is often seen on the surfboards, skateboards, snowboards, helmets, and hats of professional athletes. The company has also sponsored various extreme sports events. Red Bull doesn't need to beg for a cult following. Its arsenal of branded content organically attracts people.
I see something similar playing out for Fast. Last month, the company partnered with NASCAR analyst and part-time NASCAR racer Parker Kligerman. It was a win-win situation. Fast advertised its logo on Kligerman's race car and Kligerman was able to keep his part-time schedule thanks to Fast's sponsorship. The partnership has been fruitful thus far, leading to greater brand recognition and awareness for Fast.
Given the success of Fast's partnership with Kligerman, the company will likely look to sponsor more influencers in general as part of their marketing strategy. Of course, these influencers must in some way embody the innovative,"fast" image promoted by Fast. As Fast continues to pursue an aggressive branded content strategy, I'm excited to see what partnerships are on their horizon.
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