Degree Men launched its own platform in August of 2011: The Adrenalist. Its mission was to associate adventure, extreme sports and racing with the Degree Adrenaline product series.To capitalise on the 'always-on' community, Degree Men launched The Adrenalist as a content-engine to share unbranded adventure, extreme sports and racing content with those who most wanted it. The Adrenalist was created as a platform to feature adrenaline-fueled content relevant to guys.

The team syndicated the content across Degree for Men’s social channels, including submission to social-bookmarking sites like StumbleUpon and Digg, to reach as large an audience as possible for The Adrenliast.Community-management provides a crucial stewardship of the voice as the content is pushed out, and makes up the front lines for communicating the brand’s editorial voice. It also becomes an integral feedback-loop for the editorial calendar, directly influencing the assignment of future stories, based on how the community has responded to previous posts.

1. A fully-functioning lifestyle-platform launched on July 29th, 2011 at theadrenalist.com:a. Currently employing 8 professional freelance writers to produce relevant journalism;b. Through traditional media tactics and publishing calendars, is procuring 15 pieces of unique content per week.2. Organic content currently responsible for more traffic than a concurrent ad-campaign:a. Over 1,100,000 unique visitors since August 1st, and over 1,900,000 page views;b. 00:01:18 average time spent on the page; c. Nearly 24,500 hours of engagement.3. Massive success with a Q&A content-initiative on the popular social site, Reddit.com, with the Degree for Men spokesman, Bear Grylls.

a. Bear answered real time questions from the large Reddit community in text and video format;b. Videos were hosted on the Adrenalist, and readers were directed from Reddit to the Adrenalist to view them; c. Currently over 1.5m YouTube videos views have been attributed to the Reddit content.