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A Monster of a Promotional Event

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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.