AMP Energy Drink needed a new way to leverage famed NASCAR driver Dale Earnhardt, Jr. and compel Dale’s vast fan base to interact more with the AMP brand.With the help of legendary pro skateboarder and documentary filmmaker Stacy Peralta, AMP Films was born.With no script and a ninja-like crew, we created “Shotgun: Riding with Dale, Jr.” It’s a high-energy, candid portrait of the inner circle of a modern NASCAR icon.“Shotgun” yielded a six-fold increase in traffic to the AMP website, and visitors spent an average of six minutes watching the film and interacting with the brand.

AMP brought to life the idea that “Before every moment there is a moment” by filming real people (not actors) just before taking on their very real moments – a bull rider before he rides a 2,000-lb. angry bull, a young comedian before going onstage for the very first time, a martial artist before being impaled on a bed of nails and a hip-hop artist right before his concert starts. The spots are edited as cliffhangers and viewers are invited to watch how the “moments” play out online. By using real, unscripted and exciting moments, we captured the raw emotions associated with “amping up.” TV spots aired on targeted cable channels, online rich media ran teaser spots, posters were displayed at grassroots events and everything pushed our target to visit ampenergy.com to see additional content, including the actual moment itself and pre and post interviews and content.

SHOTGUN created a buzz that fueled a six-fold surge in visitors to the AMP website, where fans spent an average of six minutes watching the short film and interacting with the grand. They could even dig deeper with “Junior” extras, downloads, and a still gallery from the shoot.SHOTGUN wasn’t just an AMP Energy commercial. It was a branded vehicle that brought Junior’s fans closer—a window into the lifestyle of a guy who truly lives every moment with anticipation for the next.AMP was catapulted to the forefront of NASCAR and remains America’s fastest growing energy drink.