It started with an event. Thursday before the big game, 42 AMP-drinking bikers began pedalling stationary bikes attached to electric generators, right outside the stadium. Four days and hundreds of bikers later, enough electricity was generated to power 30 minutes of the Fox Pre-game show. Plus, the riders created a surplus to make the event electrically self-sustaining.For the first time, the “performance” benefit wasn’t just broadcast; it actually fuelled the broadcast, allowing us to spread our message further with print, web, online video, television and pre-game press.18-34 year-old male energy drink consumers.

AMP Energy Event generated a PR value of 9 million dollars. Online users interacted with the site for an average of 10 minutes. The “Jumpstart” spot received 14 million press impressions. Ninety million people saw the Fox Promo and TV billboard. This contributed to a 26 percent increase in volume sales from last year.