AMP ENERGY

HUMAN ENERGY

Amp Energy wanted to do something huge to break through the messaging clutter of the energy drink category. With the brand’s emphasis on peak performance and heightened concentration, there was no better place to stage an event based on human performance than the nation’s largest sporting event, the Super Bowl.

The Amp Energy Event at the Super Bowl featured 200 cyclists, biking for 12 hours a day for 4 days to create enough energy to power 30 minutes of the Fox Pre-Game show, as well as be an energy-neutral event. All energy created was replaced into the Phoenix power grid by the Amp Energy cyclists.

We created a website that featured entertaining clips from the event. With motivators of all kinds, from a laughing yogi to a drill sergeant, the clips caught the spirit of the event for all to see and share. In addition to a branded video player, the website featured a game to help users get into the spirit of generating Human Energy. The initiative resulted in users spending an average of 8 ½ minutes engaging with the site.