Red Bull is giving adventure enthusiasts a way to keep up-to-date on their favorite sports with a new mobile application available on Nokia Lumia and Asha devices.

The World of Red Bull mobile app aggregates Red Bull Media House's content into one place. The app is available for Nokia?s Lumia and Asha devices.

?The Nokia devices offer the same opportunities to market on mobile as the rest of the platforms, with apps and mobile Web through social media, banner ads, text, emails and QR codes," said Marci Troutman, CEO of SiteMinis, Atlanta.

"Nokia?s challenge is using and partnering with Microsoft as Samsung and HTC also utilize the same Window 8 software on their smartphones," she said. "As far as marketing opportunities, the global ecosystem is a much larger playing field for Nokia, but as we all know so are the marketing opportunities globally ? limiting to success in the states only would be detrimental considering the growth rate of mobile globally.  Mobile is still new, players will continue to evolve and emerge, as with anything that is a new but significant emerging technology."

Ms. Troutman is not associated with Red Bull. She commented based on her expertise on the subject.

Red Bull did not respond to press enquiries.

Mobile adventure
The app serves as a hub for Red Bull content. Red Bull Stratos, Red Bull X-Fighters and Red Bull Music Academy content can be directly accessed via the app.

The app can also be personalized based on the type of content that users most frequently use.

Users can access information about their favorite Red Bull athletes, including news and social media feeds. Athlete information can then be shared and saved as a user?s favorite.

Additionally, the app includes location-based features with Nokia Maps. Users can then find content and events based on a location.

Consumers can also find content using voice control.

Additionally, consumers can share videos via NFC and view animated news.

The app also features a customized lock screen.

Red Bull is heavily branded inside the app, meaning that the energy drink brand stays top of mind while consumers browse content.

Red Bull has carved out a strategy around content creation.

Red Bull?s sporting events in particular have a strong following. Therefore, bundling content into an app makes sense for Red Bull to target its core group of adventure enthusiasts.

Content creators
The Nokia app is the latest example of how Red Bull develops mobile campaigns with a specific group of consumers in mind.

Most recently, Red Bull used a mobile game to target back-to-school college students, where consumers hunted for cans of Red Bull around a virtual college campus (see story).

Additionally, the brand has turned to Spotify several times recently to tap into music fans. The brand was one of the first advertisers on Spotify?s mobile app this summer.

The brand launched a campaign that rewarded consumers with a free four-pack of Red Bull in exchange for submitting a photo into a contest (see story).

"Content creators are struggling with the transition to mobile and how to monetize," Ms. Troutman said.

"With mobile advertising this will start to ramp up, but as the traditional media outlets become less attractive for consumers their only recourse is to navigate the mobile medium and at the very least start dipping a toe in the water to test it out ? until they do they will never know the response of their audience," she said.

"The audience for Red Bull looks to them for content, and wants it delivered where they are ? which is, in most cases on mobile.  An app is a good starting place to test, bring on the loyal followers, and then transition to mobile Web for reach and frequency.  With Red Bull being an international company, it makes perfect sense they would offer an app with a global company like Nokia."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York