This thesis investigates the application of virtual reality (VR) in the marketing strategies of the Red Bull brand, with a special emphasis on the analysis of the impact of VR technology on user experience and brand perception. Through a detailed analysis of several key examples, including the Red Bull Cliff Diving VR Experience and the Red Bull Air Race VR Experience, the paper explores how VR technology enables the creation of immersive, interactive and emotionally connecting experiences for users. The work consists of several chapters that include the theoretical framework of VR technology, the historical development of VR in the marketing context, concrete applications of VR in Red Bull's campaigns and the analysis of the impact of those campaigns on users. Special emphasis is placed on researching how VR technology increases user engagement, encourages emotional connection with the brand, and enables education and interactive participation in events. As part of the research, hypotheses were formulated that were tested through qualitative and quantitative methods, including user surveys and analysis of data collected from VR experiences. The research results indicate a significant positive impact of VR technology on the perception of the Red Bull brand, increasing user engagement and their willingness to share VR experiences via social networks.