Red Bull-for-phones helps students focus

Members of this group, according to experts, are the mainstream consumers of the future. While they are young is when their ideas and loyalty to brands and products can be easily shaped. With the higher education they are getting, they are also likely to become high-income earners in the future.

Experts suggest that if companies can discover what this group really needs and offer products and services tailored to those needs, they can tap into the market quickly.

Companies have now figured out how to more accurately capture the attention of students and sell them on brand value.

Ding Junjie, a professor of advertising at the Communication University of China, said the message Red Bull is conveying, that "your energy is beyond your imagination", fits with what the students feel when they separate from their phones and turn their attention to the lecture.

"It is an innovative way of communicating with students. Companies should produce more events like this one, which is a great combination of the company value and trendy issues," Ding said.

Gu Hong, an associate professor at the journalism and communications school of Jinan University, said the idea of energy promoted by Red Bull is about having a positive attitude toward life, such as being more attentive and focused on one thing.

According to feedback from teachers, students became more involved in class activities after the event.