Event Spotlight: Reign Sports Drink PR Stunt in NYC

According to the National Center for Complementary and Integrative Health, energy drinks “are the most popular dietary supplement by American teens and young adults.” And as people continue to become increasingly health-conscious, they are looking for an energy drink that will help get them through their workouts. Seeing an opportunity, Monster Energy created a new beverage line called Reign, which is fortified with CO Q10, electrolytes and BCAAs.

To launch their new product, Monster took to the streets NYC, executing an attention-grabbing PR stunt that passers-by couldn’t help but notice. The brand enlisted Elevate Staffing to supply New York’s most physically fit men and women to take part in the activation. Led by former WWE Diva Star Natalie Eva Marie and Game of Thrones’ actor Hafþór Júlíus Björnsson (aka The Mountain), 150 Elevate staff members marched through the streets of New York from The W Hotel to Greeley Park, where the product was sampled.


If you want to find the right people to represent your brand for your next product sampling or PR campaign, contact us! We’d love to help!

Author: Elissa LiongElissa Liong is the Data and Analytics Manager at Elevate Staffing. She's a certain kind of particular, and loves thinking about all things data and insights. When she's not uncovering consumer insights and building out engagement tools that people love, she is probably at the gym or reading online spoilers about TV shows (even for episodes she hasn’t watched yet).


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