sexergy is a premium energy drink. Our objective was to promote their claim 'Use more energy'. Our idea: Why just tell people to use more energy? Why not give them the opportunity to use more energy for real?

We generated around 10,000 screams during the promotion. More than 300 were used as a part of the campaign. At the beginning of the promotion the brand had around 80,000 fans on Facebook. At the end of the 2 months of the promotion, the brand had nearly 140,000 fans and sales during the promotion went up 21%.

To encourage people to use more energy we invented the SCREAM MACHINE – a beverage machine you have to pay with a scream. The SCREAM MACHINE was sent on tour across different cities and locations such as gyms, clubs, subway stations and public events. Every scream was captured by a camera built inside the SCREAM MACHINE. With this user generated content we created a campaign consisting of outdoor, print, film, online and especially social media. So the consumers not only received a free energy drink they also became part of a nationwide campaign.

Most energy drinks are showing what famous athletes do with their energy. We wanted to show what real people are able do with their energy. Not just by showing them, but by giving them the opportunity to actually use their energy for real.