I absolutely adore Red Bull as a company for anything they do with the exception of their core competence that is the energy drink. The drink is just okay. But it enforces the thinking of the red bull mentality.
To provide an opposite viewpoint: the only Red Bull 'event' I think of is Red Bull Stratos (and I had to google the name, if that means anything) -- the little cartoons are usually the first thing I think of.
I'd love to see a compare/contrast of Red Bull and Five Hour Energy, because those are two entirely different brands that attacked different parts of the market with completely different strategies, and both were successful.
(I still drink a lot of the stuff, because to me it's the only sugarfree energy drink that doesn't taste terrible.)