📚 It all started with a single can of Red Bull tucked between books on a university library shelf.
Not just any can — this one came with a handwritten note: Minds, like pencils, work better when sharp. Love from Red Bull. #beckettbullman
Naturally, I posted it to Instagram. It felt like a secret I’d uncovered — something not everyone was meant to find.
Looking back, I realise now: this was Red Bull’s genius at play. A subtle, low-cost guerrilla marketing move that leveraged two of the most powerful psychological triggers in marketing..
They didn’t plaster posters everywhere or hand out cans en masse. Instead, they created micro-moments of discovery – intentionally rare, deliberately personal, and perfectly timed.
Red Bull didn’t just hand out energy drinks. They manufactured curiosity. They engineered FOMO.
Why FOMO Works: The Science
FOMO taps into our deep-rooted fear of being left out – of missing something others are enjoying. It’s a primal driver of human behaviour that, when used intentionally, becomes a powerful marketing tool.
When people perceive something as limited, exclusive or fleeting, it creates urgency. That urgency sparks action – whether it’s clicking ‘buy now’, signing up for a waitlist, or showing up early to get a spot. The most effective FOMO campaigns are built on two principles:
👉 Scarcity – this won’t be available forever
👉 Exclusivity – this isn’t available to everyone
And when they’re combined? Magic.
Tactic 1: Scarcity
Scarcity makes people move faster. When something is hard to get, we value it more. This has been evidenced time and time again in global affairs, our day-to-day lifestyles, and business.
Here’s a couple of ways in which scarcity can work for you:
⚡ Limited-Time Offers
- Why it works: A ticking clock heightens urgency and compels immediate action.
- How to use it: Add countdown timers or deadlines to emails, landing pages, or social media posts.
- Example: ‘24 Hours Only: Save 25% on Our Best-Selling Course!’.
⚡ Exclusive Access
- Why it works: People crave what they can’t easily have. Plus, being first taps into ego.
- How to use it: Offer early-bird pricing, VIP lists, or members-only perks.
- Example: ‘Sign up today to unlock exclusive pre-sale tickets’.
⚡ Low Stock Alerts
- Why it works: Scarcity triggers decision making – customers need to act NOW out of fear they’ll miss out.
- How to use it: Use real-time stock updates in your e-commerce store or email campaigns to nudge indecisive shoppers over the edge.
- Example: ‘Only 3 left in stock’.
Tactic 2: Exclusivity
Exclusivity doesn’t just sell products – it sells status. Wether you’re talking to consumers or business decision makers, people love nothing more than feeling like they’re a valued part of an elite group. Here’s how to weave exclusivity into your campaigns:
⚡ Invite-Only Events
- Why it works: Invitations feel personal and premium.
- How to use it: Create VIP invite only lists for product previews, launches or content hubs.
- Example: ‘By Invitation Only’, or ‘An Exclusive Event for our Premium Partners‘.
⚡ Personalisation
- Why it works: Tailored messaging makes customers feel important.
- How to use it: Target loyal users or prospects with exclusive insights, personalised discounts or experiences.
- For example: ‘Just for You: 30% Off Our New Collection’.
⚡ Limited-Time Drops
- Why it works: A product that’s only available for a short time feels special and collectable. If it might disappear, people prioritise it.
- How to use it: Collaborate on limited-edition products or influencer-designed collections to drive excitement and urgency. Make resources available for a limited time only to encourage action: “Free download only available until Monday.”
How Red Bull Nailed Both
Back to that can in the library.. It wasn’t mass sampling. It was one can, in one place, for one person to find.
That was scarcity in action – no fanfare, no announcement, no guarantees. Just a rare moment of discovery. Then there was exclusivity – the handwritten note, the clever message, the sense that this was meant for you. They made people feel chosen. And if you didn’t get one? You might keep an eye out next time.
They repeated this with hidden drops, micro giveaways via student ambassadors, and deliberate unpredictability. Not everyone got a Red Bull, and that’s exactly why everyone wanted one.
When combined, scarcity and exclusivity create a narrative that’s irresistible: ‘This opportunity isn’t for everyone – and it won’t be here long‘. Scarcity + Exclusivity = FOMO Gold.
Here’s how you can bring that into your world:
⚡ B2C:
- Flash sales with limited stock for your email list
- Limited-edition product drops (up the exclusivity factor with influencer collabs)
- Hidden ‘Easter eggs’ in packaging or digital campaigns
⚡ B2B:
- VIP content hubs for top-tier clients
- Exclusive invite-only events or webinars
- First-access launches for partners or early adopters
But Let’s Keep it Real..
FOMO tactics only work if they’re true. Fake scarcity (‘Only 2 left!’ when there are closer to 2000) or inflated exclusivity will burn trust fast.
What worked for Red Bull wasn’t just the tactics, it was the authenticity behind them. Every can felt considered.
Do the same. Make your offers genuinely time-sensitive. Keep exclusivity meaningful. Reward loyalty with actual value.
That’s how you build trust and urgency – and that’s the sweet spot.
Final Thoughts
Whether you’re building B2B relationships or driving consumer action, when done with care and creativity, tapping into the psychology of FOMO can unlock more attention, engagement and conversion.
Red Bull built a cult following by making their brand feel rare, exciting, and just out of reach. What can your brand do to spark the same feeling?
Ready to make your next campaign unmissable? Drop us a message – we’ll bring the strategy, energy, and (if needed) the Red Bulls.
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