This thesis, written in the second year of the Media and Public Relations degree at the Academy of Arts and Culture in Osijek, investigates and analyzes the strategy of the media campaigns of the Red Bull brand. In the theoretical part, the paper deals with the concepts of marketing, digital marketing, strategy and tactics and provides an overview of recent research related to media campaign strategies. Special attention is paid to innovative approaches and tools used in modern marketing, as well as to the analysis of the success of various media platforms in the promotion of the analyzed brand. In the methodological framework, qualitative research was conducted using the method of analysis of the distributed media content of the Red Bull organization. Content analysis was conducted with the aim of gaining a deeper understanding of how Red Bull uses different media channels to achieve its marketing goals. The analysis provides insight into how the integration of different media platforms can contribute to the creation of an effective marketing strategy that not only reaches, but also retains the target audience. Also, quantitative research was carried out using a questionnaire, and the answers were used to analyze the respondents' perception of the brand and the content presented in the media mix. The research results provide insight into the effectiveness of Red Bull's media campaigns and their impact on consumer awareness and perception. This paper contributes to the understanding of the dynamics of contemporary media strategies in the context of a globally recognized brand.