ABOUT

About Monster:

Monster Energy is a leading marketer and distributor of energy drinks and alternative beverages. Refusing to acknowledge the traditional, Monster Energy supports the scene and sport. Whether motocross, off-road, F1, Superbikes, MotoGP, Rallycross, Speedway, MMA, BMX, surf, snowboard, ski, skateboard, or the rock and roll lifestyle, Monster Energy is a brand that believes in authenticity and the core of what its sports, athletes and musicians represent. More than a drink, it’s the way of life lived by athletes, sports, bands, believers and fans.

The Campaign:

‘All on the Line’ heroed three Monster Energy athletes who are some of UFCs most iconic fighters including Valentina Shevchenko, Rose Namajunas and legend of the sport, Daniel Cormier. For the campaign, each of these athletes were the star in their own raw and candid documentary – providing viewers with an insight in exactly what sets these human beings apart from the rest. Each film detailed the key moments in their training camp, how they feel watching their most famed fights back and what their motivation was leading up to the bout. The #AllontheLine campaign was designed to get under the skin and into the minds of the world’s biggest and best UFC fighters to reflect on fights which shaped their careers.

What we did:

Brandnation delivered a highly targeted PR campaign announcing the official launch of the documentaries across Monster's YouTube channel. During the campaign, we gained access to key Monster talent and helped to facilitate media interviews from Joe, The Sun and Daily Mirror. Off the back of the launch of the docu-series, Brandnation pushed hard to drive coverage of both features and news stories, working closely with key media publications to ensure the correct messaging and delivering maximum impact.

Results:

The #AllOnTheLine campaign generated significant interest in the brand and continue to increase brand exposure to UK markets. Our sports team pitched each individual documentary for each Monster athlete and facilitated the distribution of social media and video content across multiple channels to key target press. 39 total pieces of coverage were secured with an online readership of 649 million and 1.82 million estimated views, including Sport Bible, Mail Online, and talkSPORT.