A tow truck driver in the desert gives a stalled car a jump start by attaching jumper cables to his nipples.

For the first time, an energy drink benefit wasn’t just broadcast; it actually fueled the broadcast. This allowed us to spread our message further with print, web, online video, television and more:An open tent allowed thousands to experience the power of AMP.

Graphic posters promoted the event.The event was featured during the Fox Pre-game and Super Bowl broadcast.An “AMP Human Energy” website allowed users to track the bikers’ progress and supplied entertaining content.Press coverage and blogs built buzz.A traditional Super Bowl commercial brought the idea to life.