THE CONCEPT
For Monster Energy Drinks, customer engagement is crucial, so launching its Ultra family of drinks with a high-octane consumer competition to win a Summer X Games experience in Texas was always going to be a winning idea.
With a big prize on offer – flights and accommodation for a five-night holiday in Austin, a VIP wristband for the event and VIP parties, worth £3,500 per person – the communications around the competition needed to work hard.
ACTIVATION: MediaVend created a buzz around the brand.
Bringing MediaVend advertising on-board was a key communications strategy, for the very first time Monster has created a bespoke video advert especially for the MediaVend vending machine screens.
CREATING CONSUMER EXPERIENCES
Dave Hamlet, Brand Manager at Monster Energy Drinks, said: ‘’MediaVend is a really important partner for us. The idea of the X Games competition was to build an affinity with the consumer to encourage brand loyalty, as well as to drive sales. By communicating these all-important messages actually on the vending machine, where there’s high dwell time and people can actually make a decision that leads directly to purchase, is invaluable.’’