Austrian energy drink company Red Bull's content creation offshoot, Red Bull Media House, was included in Fast Company's March list of "the World's 50 Most Innovative Companies in 2012."
Red Bull has been investing throughout its 25-year history in adventure/extreme sports that the brand has felt exemplify the product. The company, much like several other leading consumer brands, has focused the last few years on instead of making :30 or :60 commercials to rather create lightly-branded, high-quality content that consumers would seek out for entertainment.
One great example is "The Art of Flight" (trailer above) movie that debuted online back in September that follows professional snowboarder Travis Rice and friends helicoptoring and riding around the world. The movie is sold for $7.99-$9.99 on iTunes and is one of many reasons Red Bull is predicting that the company's Media House will soon be making a profit.