The Value of Forming Social Media Communities

August 24, 2009

social-media-icons5Social media is changing the definition of community. If you break the word down, you get “common” and “unity.” Fitting, since communities form between people who have something in common; they are united by the things they share. Often, communities form among people who see each other on a regular basis, but in the digital world, they can also exist among groups of people who may never meet.

There are millions of people who log onto social networking sites every day, from across the globe. These sites provide us with an invaluable opportunity to connect with people from different states, countries and continents, people who we have so much in common with, but would never have crossed paths with otherwise. It’s even possible for some of these “connections” to become friends, if you spend the time and effort to get to know them one on one, beyond what you read on each other’s blogs and Twitter feeds.

Online communities, like friendships, take extra time and effort, but there are a number of pre-formed community sites that are a great place to start: Gen Y sites Brazen Careerist and 20somethingbloggers, for moms who tweet: twitter moms, and BlogHer for women bloggers, just to name a few. But, these are only starting places; it’s from these greater communities that we can form our own smaller circles.

Here’s how: Reach out to people and find out more about them. Comment on new blogs that interest you, and check out the blogs and profiles of people who comment on yours. When you find someone who shares your interests, set up a time to talk on IM or send them an e-mail introducing yourself. Try using a social media aggregator like FriendFeed so you can keep track of people and figure out which friends are on the same sites that you are. Get to know people and seek out those who have something in common with you, just like you would in the “real world.” Before you know it, you’ll be chatting with people as far away as Indonesia and Argentina.

Becoming part of an online community can be beneficial professionally and personally. For example, a network of industry professionals could serve as a sounding board and information source, provide points of comparison and advice, and result in more clients or better business for you and your company. Personally, online communities can be support systems, discussion forums, and creative outlets. When it comes to social media, you will only get a lot out of it if you put a lot into it. Being part of a community only takes a little extra effort, but it will make your online experience a lot better. Don’t worry, jump in the water is fine.


HOW TO: Manage Social Media Goals and Expectations

August 24, 2009

goals-topBy by Ben Parr
Aug 2009

Special note: I saw this article by Ben Parr for those brands out there dipping their toes into the social media landscape. We encourage you to read on and and conquer.

You have insightful tweets, write amazing blog posts, and can make a viral video like it’s nobody’s business. So why don’t you have 500,000 followers, 50,000 views per video, and your own personal social media army? People have been setting some strange, unrealistic, and possibly misguided expectations recently in social media. While you might believe that you’re only worth something in social media if you have a huge audience, the simple fact is that it’s not true. Understanding what you want out of social media and having smart goals can mean the difference between frustration and enjoyment. This guide provides and overview of some ways to avoid the pitfalls of social media expectations and how to manage smart goals on the social web.

Popularity game vs. real value
The desire for social media popularity has been a growing phenomenon in recent years. There is an (unfair) perception that more followers or more readers = more value, and thus people have done some crazy things to grab attention. Even Facebook is succumbing by adding Facebook profile fans. Yet while it’s true that more attention can mean more shareability in general, you aren’t going to gain anything from people that don’t truly care about what you have to say. The value of social media drops dramatically if your accounts and activities are filled with people that don’t engage with you and don’t share what you have to say. There are so many ways to utilize social media beyond the popularity game that you are doing yourself a disservice if you obsess over your RSS reader count.

So the first step in managing your social media expectations is this: don’t get caught up in the popularity game. Find your own path in the social media world, one that is linked to your enjoyment and education. You don’t need to be the most subscribed-to person on FriendFeed to share music socially, to use social media for enterprise, or to make millions.

Avoiding pitfalls
This is what can happen when you become frustrated…

The biggest pitfall you can fall into when managing your social media expectations and goals is frustration and despair. And when you are frustrated or desperate, you make bad decision and say things you’d like to take back (i.e. how Astrospace destroyed its Twitter brand in minutes).

Control your emotions. Be aware of your emotions and how they can direct your interactions on social media. Because you have less LinkedIn connections doesn’t mean they are better or more popular. Here are the best tips for generating value and starting conversations with people that each side will care about:
Reach out: You will always be surprised by how many people reach back. Reaching out always builds real connections. And in the case of one person, reaching out even got her a job.

Focus on helping others: Give people a reason to follow you. Saying “I want you to follow me” isn’t a reason to follow someone. Check out some common reasons why people won’t follow you back on Twitter.

Be authentic: Authenticity is one of the key pillars to social media. You’re probably tired of hearing about it, but we’ll say it again – using a persona that is not your own will not end well. Sarah Evans highlights the importance of authenticity in her article Social Media for Business: The Do and & Don’ts of Sharing.

Be conscious of the pitfalls that can cause frustration, and then focus on real value.

Setting goals
Goal-setting, and writing those goals down, is an essential component of success. It’s also essential to really managing your social media expectations as well. When you have something to work for, rather than despairing over what you don’t have, you’re just more productive.

Why set a goal? – Set a goal to give you focus, to avert frustration, and most of all, to understand why you’re blogging and using Twitter, Facebook, and MySpace anyway. Is it just to connect with friends? Is it to promote a business? Or is it to build a reputation of expertise? Goal-setting is always an exploration of purpose, so take the time to explore.

What goal should I set? – Don’t be stuck with the mindset that the only metric that matters is popularity and the number of readers, followers, friends, subscribers, and viewers you can amass. Chatting with a new person every day or writing a great article on your blog every week are worthwhile goals for yourself and for others.

What if I don’t reach it? – Don’t stress: these goals are for you to have focus, not for you to pull hairs about. The key thing is to understand why you’re using these social media tools and to set your expectations and goals accordingly.

Remember, it’s not a race

Social media is about people, conversations, friendships, education, and communication. Social media is not a race. If you get over-competitive with people over followers, retweets, and popularity, you lose sight of the communication and learning aspects of social media, and the fun gets sucked right out.

When you are setting your social media expectations and goals, remember to avoid pitfalls that many enter. Really assess what you want to get out of your experience. If you do this early, you can avoid the frustration of aimless wandering quickly.

About Ben Parr: Ben Parr is a tech journalist, web entrepreneur, sci-fi author, and aspiring world changer. He has been writing for Mashable since August 2008 and joined up as Associate Editor In 2009. His previous experience includes project management for Facebook applications and content management in the web health space. Additionally, Ben is an analyst and consultant for his web/social media optimization firm Engage Analytics and recently completed his first sci-fi novel, The Eternal Sphere. Ben is a graduate of Northwestern University and holds a B.A. in Science in Human Culture, Political Science, and Business. He is a recent transplant to Silicon Valley and San Francisco.

The essential mobile-marketing guide for the 2010 FIFA World Cup

August 24, 2009

2010 LOGOBy FIFA World Cup Strategy Team

Special Note: We saw this article that outlined the FIFA World Cup Mobile Media strategy and wanted to pass this onto to you for consideration on what great brands are doing and achieving in this fast past communications world.

The essential mobile-marketing guide for the 2010 FIFA World Cup

Sporting events are a gift for mobile marketers. As dedicated football/soccer fans the world over gear up for 2010 FIFA World Cup in South Africa, the demand for content and services direct to their mobile phones will reach fever pitch. From sponsored alerts and travel guides to competitions and interactive games, mobile provides enormous opportunities for brands to add value.

How will savvy brands use mobile marketing to take advantage of the FIFA World Cup? and received back a volley of excellent submissions. From these mobiThinking has hand-picked the Starting 11 – the top tips to make sure your brand scores with customers in South Africa and any other major sporting event.

1. The beautiful game
Whether your brand hopes to tap into the US$600 billion-a-year sports-tourism industry (according to FIFA) or wants to connect with the majority of fans who will follow the event just as passionately from afar, mobile is a critical channel.

The importance of mobile to football fans couldn’t be better illustrated than by South Africa’s biggest selling men’s magazine Soccer-Laduma, where the mobile site – – is much bigger than the Website and is growing rapidly. Why? Many football fans don’t have computers at work or home, so if they access Soccer-Laduma over the Web, it’s via mobile. Sports events are social events and for fans everywhere the mobile phone is the essential line of communication with like-minded friends. But for travelling supporters – will any fan arrive in South Africa without a mobile? – it really comes into its element: “There’s a real hunger for information at events like the World Cup, as people are out of their comfort zone and locality and need assistance. It’s a great example of when advertising is actually seen by consumers as something useful and not an obstruction. Mobile’s unique qualities can enable brands to provide relevant services when they are most needed,” explains Nokia Interactive Advertising’s Hugh Mark.
Contributors: Diogo Peral, Soccer-Laduma; Hugh Mark, Nokia Interactive Advertising; Chris Whitfield,

2. No foul play
Mobile campaigns require discipline, both in approach and execution. Start with the basics: how are you going to reach the audience; why is your message, competition, service etc relevant to them; and what reaction do you expect from the consumer?

The rules of engagement: * Only target customers who opt in and give them a chance to opt out. * Use profiling to ensure the message is relevant. * Ensure advertising is non intrusive, such as in-game advertising. * Keep cost to the consumer at a minimum. NB: we’re told the charges for roaming in South Africa are among the most expensive in the world. * Follow the Mobile Marketing Association Guidelines Contributors: Juan Antonio Muñoz-Gallego, Unkasoft; Martin Wilson, Indigo 102

3. Make yourself useful
Both fans who travel to South Africa and those that remain overseas present an opportunity for your brand to sponsor information services, aka branded utility, from SMS alerts or full mobile sites for the latest goal, team news or interviews. “This alert is brought to you by…” In addition, travelling fans will appreciate tourist information, including location of venues, restaurants etc. This can be helped by partnering with local providers, including a directory information service. Ericsson was one of the pioneers, launching a mobile site with match news and tourist information for visitors to Euro 2000 (soccer championship for European Nations), with sponsors including Dutch mobile operator Telfort. With the Passport to Greatness, Guinness took this one step further at the 2007 Hong Kong Rugby Sevens. As well as match schedules, city guide, plus good bars to drink a Guinness, the mobile application vocalized essential phrases in Cantonese, to help visitors ‘speak’ to taxi drivers etc. Brands that like to be at the cutting edge, should look at IBM’s Seer application for Wimbledon 2009. Using a technology called augmented reality, as a visitor points their camera phone at an object, text telling them about it – so pointing the phone at a court to be told who is playing. The application got IBM a lot of coverage in mainstream press around the world. Find out more here: Even better than the real thing: how augmented reality brings the mobile Web to life for brands and consumers.
Contributors: Fraser White, Motorola; David Doherty, 3G Doctor; Martin Ashfield, 118 Tracker

4. Free delivery
However excellent your service, your customer will not thank you for expensive data, especially travelling supporters returning home to find expensive roaming charges added to their bill. Advertisers/publishers can often pre-pay data fees under ‘sender-pays’ or ‘zero-rated-data’ schemes. Free-to-the-user shortcodes are also possible. Meanwhile networks could forego roaming charges (perhaps as a sponsored deal). For Euro 2008, Puma added a new dimension – the free teleconference. Fans (of the 16 competing countries) who signed up on the mobile site for goal alerts, coupons etc, could invite 10 friends (anywhere) to join them, then each time the team scored, they would be conferenced together for free. Contributors: Azlina Azman, Phonevalley

5. Bluetooth
If you wish to target customers in particular places where fans congregate, both at the event and at home – the stadiums, stations, airports, town centers etc – then Bluetooth is an excellent way to deliver without any cost to the consumer.

This tip from Jonathan Bass, Incentivated: “Book the available Bluetooth media in all the World Cup stadiums now… before it sells out! The clever brand will own the venues by buying up all available slots. This is unlimited content distribution, free-to-user and can drive traffic to mobile sites to download applications and collect opt-in subscribers.” Assuming the South African stadiums operate Bluetooth transmitters on revenue share, as is common with clubs in the UK Premiership, for example, the client buys ‘media space’ on a cost-per-click or download basis. If there are 50,000 people in the stadium, expect 25 percent to have Bluetooth turned on, and of these 30 percent might click to download the content to their mobile i.e. 4,000 engagements per match at a few pence each. That’s a lot less than the cost of buying poster space inside and outside the stadium. Bluetooth may also be available in places where people ‘dwell’, such as stations. If it isn’t available in a prime location, consider using an interactive billboard.

At Euro 2008 Adidas set up Bluetooth distribution boxes in Fan Zones in host cities in Austria and Switzerland, where travelling fans could download branded-content, while stay-at-home-fans could download it at the local Adidas store. This included a virtual soccer game to play with your friends, connecting to their phone by Bluetooth, where you are transported to the European Cup and play in the latest Adidas boots.
Contributors: Jonathan Bass, Incentivated; Christina Buck, Barney Loehnis, Isobar; Tim Jones, Blismobile Media; Jon Fletcher, Bluepod Media

6. Get promoted
A successful mobile campaign depends on an effective call to action. The common way to do this is to publish a shortcode in print, billboards, radio, Web, TV: “Text 1234 for you chance to win tickets to the World Cup”. Promote your campaign by advertising on mobile sites targeted at World Cup fans – whether those are sports sites, tourist information services, such as, as well as World Cup micro-sites expected from all the mobile portals.
Many of the more successful campaigns, such as Guinness Passport to Greatness and Fly the Flag for Football (see below) have a strong viral marketing element that helps to spread the word.

Increasingly brands also use quick-response (QR) codes (a 2D barcode-type image) to promote the campaign in print or outdoor promotion. When this code is detected by a camera phone (assuming it has the appropriate application installed), the consumer is hyperlinked direct to a mobile site. A clever suggestion was to promote QR codes on replica shirts and other branded kit.
Contributors:; Greg Hickman, ThumbFound

7. Competitions
From World Cup tickets and signed kit, to m-coupons and mobile content, competitions can offer any reward, and provide them through innumerable formats. All those traditional sweepstakes and competitions that fans of all sports and gamblers adore, e.g. guess the winner/score, are as perfectly suited to mobile, as more sophisticated – even mobile-only – formats that appeal to the more techie or gamers, with the latest smartphone. Sometime the most simple are the most effective. Anyone with a camera phone could participate in Vodafone’s penalty shoot-out. The advertisement pictures a goal. Your team needs you to score to win the 2009 UEFA Champions League Final:
“Pick your spot by centering your phone’s camera on where you want to aim, take a picture and send it to 88247. Bag a goal and you could find yourself at the UEFA Champions League Final in Moscow next May.” Note that carefully crafted trivia competition helps a brand to profile participants. However if the inducements are right visitors will happily visit your mobile site, register their mobile number, fill out profiles and refer friends…
A recent campaign to get the country behind the South African team in the run up to the 2009 FIFA Confederations Cup (soccer competition for African nations), the International Marketing Council of South Africa launched, invited by SMS people to click through to the mobile site for the chance to win tickets to the matches. The response/click-through rate was 72 percent. Now the Confederations Cup is completed, The International Marketing Council (IMC) of South Africa, who organized the promotion, has now switched the focus of the campaign to the World Cup. Competitions that keep the customer engaged throughout the competition are particularly effective. Look how NBC runs its March Madness basketball competition – the rules make particularly interesting reading. Contributors: Murat Mutlu, Mobile Inc; Julie Davis, IC Group; Sean Pashley, Starfish Mobile – see this interview; Steve Mills, Aqua Media Direct; Kunal Wadhwani, Planman Consulting

8. Loyalty
Sponsored games – aka advergames – particularly, can be designed to encourage consumers to buy more products, perhaps by hiding clues or codes that translate to virtual money on product packaging. A concept submitted by One Shoe Mobile brings the popular online game Soccer Manager to the mobile. Essential to the role of every manager is the money to buy new players. By adding QR codes to cans of drink that can be redeemed on the mobile site for virtual cash, the consumer’s loyalty helps him progress in the game.
Rewards can also be used to help spread awareness of mobile promotion itself. In the spectacularly successful campaign The World’s Worst War for Japanese snack Tohato, participants were promoted through the ranks as they introduced more combatants to the game.
Contributors: One Shoe Mobile

9. Giveaways
Branded content has always been a big hit with sports fans. Wallpapers, ringtones, screensavers are common as downloads and presents to be sent to friends. Branding content for the idle-screen, which shows each time the phone is turned on, is a more recent opportunity for advertisers. The Nike wake-up call campaign helped to bring the marketing world’s attention to the power of novelty alerts, ringtones, ring-back tones etc delivered in famous athletes’ voices. Branded content plays an increasingly important part of many mobile social-networking sites and virtual worlds. Potential sponsors of World Cup content will be welcomed at Flirtomatic, for example. Video content – match highlights, goals as they happen and interviews with big stars – lend itself well to sponsorship and/or advertising. While handset technology and advanced networks has made high-quality video viable, unlimited data plans are still only for the privileged, so brands should consider options to deliver video free or at minimal cost. One novel suggestion for in-obtrusive advertising in video was placing a brands logo on the ball.
Contributors: Nathan Salisbury, Footytube; Laura Harvestine, Kohl’s Department Stores; Aamer Shuja, Mobilink; Nancy Ahola, Pikkoo

10. Playing the game
“Advergaming is the big opportunity. Anything around the FIFA tournament suggests plenty of gaming opportunities to allow fans to engage, including fantasy leagues, guess-the-scores, virtual gaming with user-generated avatars and so forth,” says mobile guru Tomi Ahonen. The Adidas Euro 2008 campaign included a virtual soccer game transports you to the Euro Cup, where you play in the latest Adidas boots. By hooking up with to other phones via Bluetooth, your friends join in the game. To get an idea of what is possible, see the extensive catalogue of free and ad-supported mobile games and applications at Greystripe’s GameJump.
Contributors: Tomi Ahonen – see this interview; Angus Robinson Brandsh 

11. Twitter
If teams and players can have official mobile sites, with alerts, games and applications to download then why not Twitter feeds? “My number one tip would be that Twitter will form a massive global back-channel during the World Cup. Especially live feeds during games. Hash tags allow you to follow tweets on any game or team or player. If I was a sponsor I’d try to own some of the top player’s tweets or some other feed that became RT’d,” advises Flirtomatic’s Mark Curtis. [Note: RT means “retweet”, which is to repeat/quote someone’s tweet in your own].
Contributors: Mark Curtis, Flirtomatic

Managing Your Online Presence

August 24, 2009

3718012035_79aa74b7c0By Jim Stiles

So you made the jump and launched your company’s social networking sites, you updated your web site to accommodate the new linkages, took pains to synchronize the new media with traditional vehicles, but are you really ready?

Chances are you expect the social sites to work like traditional media, where the marketers have control and manage the messaging al the way through the cycle. However, many companies have been caught unaware that social sites operate completely differently. In fact, the company role is decreased dramatically from complete power to being a member of the crowd.

[Whats Different] The explosive proliferation of online social sites has created a whole new realm of relationship building. Online communities are an online group of people who meet frequently to share a common interest. Whether they gather on Myspace, Facebook, Blogs, YouTube or Twitter or any of a number of other social networking sites they all are there to converse, exchange ideas, and be entertained. Over time these discussions developed into relationships and eventually the interactions cross over into other aspects of their lives. What used to take place in-person now happens in a compressed timeframe online and the line between in-person and online friendships has blurred. 

Marketers who spent enormous amounts of money on sophisticated targeting techniques drool at the thought of having all of these like-minded people all in one easily accessible place. Not so fast though, these places don’t operate like the focus room or your on-site demo, businesses need to learn how to navigate the structure of these communities to be successful. 

[The Players] These groups grew very organically from a topical seed. But while it may seem like a virtual Woodstock style gathering, it isn’t, like any group of people in real life there are different leadership roles and group dynamics. Understanding these nuances is crucial for marketers entering this personal level of customer lives. If you are not able to identify key players in the community your efforts could be torpedoed before they really get going. Remember high school politics, think of this as the same – but on steroids.

These are administrative roles in the communities there to primarily censure any content that violates the site code of conduct. Of course the power to censure also brings with it the ability to steer the site to a certain extent. 

Some members become very active and very persuasive to the extent that they can direct the thoughts and ideas of others. 

[Cliques or Ambassadors]
Sub-groups of people within the community form usually directed by an influencer or second tier influencer. These sub-groups have found some collegial agreement and can use sheer numbers to sway opinion. At the extreme these sub-groups often split off to form another community elsewhere.

[Implications] Marketers need to understand their role in these groups. The messaging needs to be carefully crafted to support the ongoing strategy. Management must go beyond simply delegating the upkeep to the hippest twenty-something intern in the department. If they don’t read the dynamics correctly you can kiss an entire population of customers goodbye. However, properly identifying the influencers and their hot buttons not only helps keep you in good graces but, more importantly, they can become brand ambassadors. 

Before leaping into new advertising vehicle we always advocate a 360 degree analysis of your brand. This is especially important when considering integrating social media into the mix. Success is driven not by taking the first step, but by taking the right step in the right direction through a consistent SocioBranding philosophy.

Using Social Media as a Business Process

August 24, 2009

3429077074_e0ffa7c4e9By Jim Stiles

It’s not huge news that businesses are increasingly tapping into the variety of social media platforms to enhance their customer communications and marketing efforts. However, it is surprising that so many of the experienced marketers have forgotten that this vehicle is far different from traditional media and requires an adjustment to standard advertising practices in order to be effective. 

Truth be told, social media is really a hybrid between advertising, public relations and sales disciplines. Used appropriately it can effectively increase awareness, manage customer perspectives of your brand, quickly push out company news, and establish and maintain communication channels at a very personal level to help with closing deals.

However since these sites all do something a little different from 140 character updates to streaming video to a complete synopsis of user lives, it is important to develop a smart strategy in integrating these vehicles appropriately.

[Involve] Get involved with the target audience at the lifestyle level, become part of their interests as they intersect with your objectives and business strategy

[Create] Meaningful, relevant and valuable content and communications

[Discuss] Directly as well as promote discussions about topical interests, become not just an expert but also a facilitator

[Promote] To gain a foothold you need to be known, integrate traditional advertising and marketing communications with online marketing tactics to form a unified SocioBranding strategy to support your social image

[Measure] Consistent measurement and feedback is critical to keeping the efforts on the right track daily, weekly and monthly.

Top 3 Social Networking Sites for Professionals

August 24, 2009


Professional social networking sites are hard for business to define. Many professionals have a hard time understanding where and when certain audiences are participating. This collection details some of the trends seen in the top three social networking sites. *Demographic data provided by Quantcast *Traffic estimate provided by Compete


July 20, 2009

Unknown-1When Kawasaki wanted to take their marketing positioning “True to the Kore” to the next level, they came to Blue C with their Ninja product line. Already known for its performance on the track and the street, our goal was to continue to establish a credible brand while inspiring and educating the consumer that Kawasaki “Gets me” and my vibe. We developed “Be the Alpha Dog,” a positioning statement that hadn’t yet been marketed to the public. We did this by focusing the marketing to the specific segments of enthusiasts. While researching the target audience we strayed away from the typical motorsports brands and looked to fashion, music and other passions of the Ninja rider. The creative direction was led by a laser-focused research and analysis approach, zeroing in to ensure authenticity and a serious cool factor. Featuring world-renowned street stunt riders and sport bike racers like Kane Friesen, Jason Britton, and Rickey Gadson and their selected Ninja, we told the story through visuals and raw attitude. From brochure, sales collateral and POP we are making sure the consumer and the nationwide Kawasaki dealer network are both on the same page.


July 20, 2009

Unknown-3After a very successful year developing and executing two integrated marketing campaigns for Vestar’s The District at Tustin Legacy, Blue C was selected to revitalize the brand of another Vestar property – The Long Beach Towne Center (LBTC). Located just off of the 605 freeway, LBTC is home to major retail partners, specialty stores, and restaurants. Upon completing a property-wide renovation project the LBTC now has a promenade area similar to The Promenade at The District at Tustin Legacy. The LBTC Promenade boasts a cool entertainment area for customers to kick back, relax and enjoy all the new amenities such as a video wall, live performance stage, fireplace, lounge area, and kids play zone. Blue C was asked to give the LBTC brand a fresh look and feel to match the new improvements of the property. Blue C created interesting ways to connect with customers by revamping the LBTC Web site presence, on-site environmental signage program and a series of print ads with integrated collateral.


July 20, 2009

UnknownWe hear millions of sounds everyday. Our ability to process sound in its natural state is one amazing human capability we often overlook in our day-to-day activities, but are lucky to have. Through the study of psychoacoustics, SRS Labs has developed practical applications for restoring sound to its natural state in millions of products worldwide such as flat panel TVs, personal computers, mobile devices and music players. SRS Labs selected Blue C to create a series of distinct advertising campaigns to promote the company’s technologies, and position them as a leader in sound innovation. After learning more about what makes natural sound, well natural, the creative team at Blue C took a complex science and brought it back to its purest concept – organic sound is everywhere, and we should always be able to hear sound as nature intended. From this concept, campaigns such as print and online executions for the consumer and B2B markets were developed.


May 21, 2009

BlueCNewsletterMEDFor the second consecutive year, Blue C Advertising was tasked with developing an online and offline event promotions campaign for Monster Energy’s VIP Supercross after party event at the Hard Rock Hotel & Casino in Las Vegas. The campaign included creating the branded event theme, collateral materials to ramp up excitement for the event, and on-site event promotion and management. The theme selected for this year’s exclusive event was, “The Good. The Bad. The Dirty.” This theme celebrated the best of Supercross, which includes the highly successful, bad-ass Monster Energy athletes. The invitation-only event was held poolside at the Hard Rock Hotel & Casino and attracted a big buzz amongst Supercross attendees and action sports VIPs. Click here to view this year’s Supercross After Party event campaign.

Monster Energy is a leading American energy drink brand marketed and distributed by Hansen Natural Corporation and is a NASDAQ listed company, located in Corona, California. Though Monster Energy is not widely advertised in the traditional print or TV media it receives a large amount of consumer and action sports industry recognition from its sponsorship of various sporting events such as Supercross and the upcoming X-Games and viral brand integration.