Sponsorship is a key element of the Monster beverage promotion. They use athletes as brand representatives to make their success associated with the use of their product. Firstly Monster started their sponsorship program with accent on the motor sports but through the time they enhanced their portfolio by the action sports, MMA athletes and also they started to use some musicians, TV stars, gamers, and just bright personalities (bloggers, video makers, photographers) there. Knower days it includes more than 178 athletes, and a lot of other famous people, leaders of youngers public mood. All them you can find on the Monster website .To pick up new sport talents Monster established a special branded social network Monster army . Certainly it is impossible for them to sponsor all famous athletes, so to use their popularity and talents not directly, they cooperate with web channels like “follow us” ,magazines like DUB and of course they organize and sponsor huge number of events like the Monster Energy AMA Supercross Series, FIM World Championship, Monster Energy Dub Show, Vans Warped tour, Skateboard Street League, Quicksilver Big Wave Invitational and many others. All that support its “go big” brand positioning. It is a big issue for energy drink producers to differentiate themselves in their promotion from their competitors, to create, different advertising pitches and stay financially competitive in the same moment.
To better understand that topic, you can find below a very interesting conversation between IEG journalist and Vipe Desai, Monster’s director of action sports, events and partnerships marketing. The article is dated by 02/26/2010.
IEG: Just about every energy drink brand is involved in sponsorship. How does Monster stand out in this crowded sandbox?
Desai: From an outside perspective it could look complicated, with Monster, Rock Star, Red Bull and others in the mix. We are involved in action sports and motorsports similar to other energy brands. But for us, it comes down to the personalities. It’s all about aligning with the right athletes and events. Those are the differentiators That is what separates us from the others. We want athletes that represent that Monster DnA: going big, not letting anyone get the best of you, and charging ahead all out. We look for athletes like Ken Block, the founder of DC Shoes. He got into rally car racing and his gymkhana video gained 23 million views (N.S.: on the 25/11/13 it is more than 56 million views just on one for one version). It sparked an entire apparel line with our branding and logo, and it became one of the top selling items at Pacific Sunwear.
IEG: How does Monster measure ROI?
Desai: I think companies that operate like commodities and operate on pricing are looking for RoI. ‘What can we do to help us sell X?’ that is the wrong way of going into any sponsorship. We are a brand first. As a brand, we have to ask ourselves what sort of experience we need to build consumer acceptance. For us, measurement is all about return on involvement. how involved are we, and how involved will consumers be with our product? It’s all about return on emotional involvement. When it comes to Monster Energy Supercross, fans have an emotional attachment with our brand. They know we are here for them. Some brands look for some sort of silver bullet formula for RoI. For me, it does not exist. You have to know what you are doing, and the people you hire have to buy into it as well.
Click here to read the entire conversation