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Monster Energy Drink PDF Print E-mail

Since the initial consumer launch of what has become the second largest energy drink in the world, Patrick has created and implemented a number of publicity and sponsorship programs for Monster Energy Drink, including: the first sponsorship of the Las Vegas Monorail including all publicity and the on-station beverage vending program (see below); sponsorship of world-renown rock band Linkin Park’s 2007 and 2008 Projekt Revolution Tours and related consumer promotions; sponsorship of the 2008/2008 tours of rock band Five Finger Death Punch and related consumer promotions; sponsorship of rock band Rob Zombie’s 2007 tour and related consumer promotions ; and, many others still in development.

Monster’s Sponsorship of the Las Vegas Monorail - Media Relations Campaign

Situation:

Hansen’s Beverage Company, the parent of Monster Energy Drink, needed to show the beverage trade it was serious about growing the Monster Energy brand into a global leader. It also needed a ‘big hit’ in the beverage trade to help increase shareholder value.

Goal:

Increase beverage industry trade awareness, increase quantity of distribution channels, increase the sell-in volume at the retail level, increase consumer awareness and sell-through.

Strategy:

Identify a high-profile venue that could be ‘experienced’ by millions of consumers each year.
Capitalize on the high-profile venue to generate significant publicity in beverage trade, consumer market and the investment community.

Creative:

Sponsor the first train of the Las Vegas Monorail with a program that included dramatic imagery on the exterior and interior of the first Monorail train; create an experiential brand environment on the inside of the train; extend the sponsorship activation to all of the Monorail stations with boldly imaged vending machines; capitalize on the launch of the Monorail to generate nation-wide publicity.

Unveil the Monster-imaged Monorail train through a major publicity stunt/media event in Times Square New York (on its way to Las Vegas from its manufacturing facility in Eastern Canada) demonstrating Monster’s innovative marketing in juxtaposition to ‘old world advertising’. Generate national and trade media publicity with a feature story to break in a national newspaper on the morning of the event.

Invite all target distributors, retailers, and key influencers to attend the media event in Times Square followed by a luncheon at The Harvard Club. During the luncheon present the Monster Energy Drink marketing plan to the attendees to reinforce their understanding of the brand and the aggressive marketing initiatives that are being created and implemented to make the brand a market leader.

Implement a city-wide ‘welcome’ event of the Monster Energy-imaged train to Las Vegas with special presentations from the Mayor of Las Vegas, community and business leaders, secure official proclamations from the city, county and state, and generate follow-up local and regional publicity.

Results:

Based on research conducted by A.C. Nielsen Media Research, Video Monitoring Service, Burrelle’s Information Service, Luce Press Clippings and WebClipping.com, the PR campaign generated 906 news stories which made 139,715,657 consumer impressions and generated an estimated advertising equivalency of $2,737,526.

The media coverage included:

  • The Wall Street Journal published the story on the morning of the NYC event with a two-page feature story starting on the cover of the Market Place section, a teaser on Page 1, and five color photos (the only company to have ever received that quantity of color photos in the newspaper’s history). Click to read page 1, page 2.
  • 316 television news stories including CNN, the networks newsfeeds of ABC, CBS, NBC and the World News Network, and on every network affiliate TV station in the Top 50 US Metropolitan Media Markets;
  • 308 radio news stories including the CBS Radio News Network, CNN, Bloomberg Business News and Westwood One;
  • 236 Internet news stories at such sites as USAToday.com; Time.com; Forbes.com; Reuters.com; AP.org; CBS MarketWatch; and, Yahoo! News

Links to News clips, Photo Gallery, and Video Gallery.