Category Archive

The following is a list of all entries from the social media category.

A Monster of a Promotional Event


Annually, Monster Energy Drink sponsors the AMA motocross race tournaments and many professional riders. It is a strategy Monster has used for years to gain popularity with potential consumers and build brand loyalty, which has proven very successful.

Knowing and delivering what its target audience values, Monster sponsors the motocross pit along with the races that it sponsors. The pit is complete with rider meet-and-greets and brand booths set up with plenty of merchandise and free promotional premiums.

The best part about the Monster pit is that pit passes are free to any race-goes who bring an empty Monster can to “redeem” or recycle. Beaming fans eagerly spoke about the fun they experienced in the pit as they reported their experiences to an ESPN reporter during the 2013 X-Games.

As the X-Games is often referred to as the Super Bowl of extreme sports, Monster marketing execs knew that the coverage that the pit received during the event would reach millions of viewers and potential consumers.

As the green movement progresses, brands are trying to get in on the conversation, and Monster’s free pit pass in exchange for can redemption program exemplifies a successful attempt. Not only is Monster showing its commitment to environmental stewardship, it is also promoting sustainable behavioral change and providing its consumers with an experience that they will value at the same time.

The can redemption program also provided Monster with plenty of content for social media such as YouTube, as you can see in the video below.

Although the event was not primarily focused on recycling, it continues to be a success both sustainably and in marketing. Fans to get to experience acting sustainably with ease, the fun they have at the event and the ease of the action will hopefully remind them to recycle next time they drink a Monster energy drink.


Positive Interaction

With so much focus on social media, many companies want to integrate social media into the marketing mix. Unfortunately, some of the companies participating in social media don’t truly understand the benefit of the two-way conversation that it can provide if used correctly.

Below is an example from the Patagonia Facebook page that highlights how the benefits of social media can help a company spread the word of its greatness. The conversation started with Patagonia posting pictures from and event they held in store during the Austin, Texas SXSW show. The event supported a locally owned restaurant and hosted local musicians; very sustainable.


One of the most obvious ways to spark a conversation on social media is to ask a question of your viewers. It should be relevant enough to prompt an answer from them. However, be mindful of asking questions that might spark debate amongst your target audience. A healthy debate is usually beneficial, but your company’s Facebook page may not be the best place for it.

Brands that speak about their sustainable actions openly may ask questions such as

  • We do “X” to save 100 million gallons of water in clothing production annually, How do you do your part to conserve water?
  • What is your favorite way to re-use an item that otherwise would have been sent to the landfill?
  • What actions do you take that make you the most proud? We are really proud to say that …”

People enjoy the chance to brag about their lives on social media, it sometimes seems to be the main reason for usage. Supplying a chance to brag is an excellent way to encourage social media conversation.

Another way to encourage conversation is to share empowering, positive or educational things that you find helpful. More than likely your audience will appreciate what you have shared. A post such as this could look like:

                This short video clip always reminds me that there are smart and inspired people everywhere.  What is your take away from it?

The most important thing to remember when posting content to social media is that people will appreciate messages which contain value, and will be annoyed by meaningless fluff. If a person on Facebook likes your brand, then your content will often show up in their feed. A company should keep that in mind and remember if they post invaluable, meaningless stuff; it is a surefire way to be “UNFRIENDED”…Gasp.