Objective:

X Games Energy Drink wanted to leave a big impression on the audience at its first-ever Summer X Games in Los Angeles, C.A. The mission was to sample the drink to as many people as possible, educate them on the beverage, and promote awareness of the new brand.

Strategy:

Brand Ambassadors handed out 20,000 samples of X Games Energy Drink amidst the skateboarding, motocross and BMX free-styling. Athletes and fans alike stopped by the booth to refresh and chat with the Brand Ambassadors about the drink. X Games Energy Drink also implemented a “Text to Win” contest where participants could win surfboards or tickets to the ESPN Event Deck Suite to hang out with the athletes.