Case Studies

Monster Energy Drink Case Study

Objective:
In 2003, the Hansen’s Beverage Company began making strides to enter the energy drink market. The goal was to promote Monster Energy Drink as a new, edgy product on the market, independent of its parent company. In an effort to spark interest in the 16-25 year old demographic, Monster desired the implementation of non-traditional marketing tactics. The execution of this marketing effort was to coincide with the public launch of Monster Energy Drink.

Execution:
In the first year of SWAT Marketing and Monster’s collaboration, SWAT Sales managers used their network to locate and hire the most involved, outgoing, business minded individuals at fifty top universities nationwide. These students promoted Monster Energy Drink guided by the program criteria. With product and promotional gear, students were instructed to sponsor philanthropies, intramural sporting events, tailgates, Greek events, bar/ club events, and formals. Ambassadors submitted reports online bi-weekly to their regional marketing manager; reports included marketing summaries and promotional photos.

Following the success of year one, in year two, Hansen contracted with SWAT Marketing to keep the program for an additional year, and requested expanding the program to an added fifty schools, for a total of 100 college campuses nationwide. In year three, based on the success of the previous 2 years, the number of ambassadors increased to one hundred and fifty, due to Monster’s heightened success in the national consumer market. In addition to the ambassador program, Monster received exposure on all SWAT winter and spring trips.

Result:
During Monster’s three year partnership with SWAT, Hansen’s stock experienced phenomenal growth. Prior to joining forces with SWAT, Monster grossed an estimated 30 million in sales annually. At the completion of their first year with SWAT Marketing, Monster grossed an estimated 200 million in sales. By the third year of the program, Monster sales had skyrocketed to an estimated 380 million.


Lost Case Study

Objective:
In the spring of 2005, Hansen’s Beverage Company, the parent company of Monster Energy Drink and Lost Energy Drink, approached SWAT with the opportunity to run a new Orange County based street team for Lost Energy Drink. The creation of this new street team was to increase brand awareness for LOST Energy Drink, following the success of Monster Energy Drink street teams. Where Monster Energy Drink appealed to a larger demographic, LOST Energy Drink specifically targeted the 18-24 year old demographic of the surfer/skater lifestyle. This new street team was to be operated on a 3 month trial basis, in which the performance and continuation of the program would be evaluated upon the conclusion of the initial trial period.

Execution:
Utilizing a customized LOST sampling truck and the assistance of a hand selected sampling team; SWAT Marketing was able to target high school and college campuses throughout Sothern California. SWAT’s team was able to place product directly in the hands of thousands of potential customers. The SWAT/LOST sampling team operated 6 days a week, for a minimum of 6 hours daily. SWAT provided weekly reports to LOST detailing marketing efforts, amount of product sampled, as well as sample locations. All reports were supplemented with photos that illustrated SWAT’s far reaching marketing tactics.

Result:
Through intense street sampling on a weekly basis and the utilization of its unique connection with high school and college students, SWAT Marketing was able to successfully increased brand awareness. Based on the productivity of the first three months, SWAT was able to secure the renewal of this program for an additional 10 months.


Zydego Case Study

Objective:
SWAT was approached in 2008 by the founder of Zydego to assist with its marketing efforts to launch the Dash Dude, a college mascot figure. SWAT‘s goal was to acquire key individuals on pre-selected college campuses to represent and promote the brand at three far reaching events.

Execution:
SWAT Marketing determined ideal locations for product sales, potential target markets, and enhancing product development. SWAT then hired two young, outgoing, school spirited, and personable representatives on each of the pre-selected college campuses to represent the Dash Dude. Dash Dude Representatives were tasked with placing the product into the hands of key individuals on campus with Dash Dudes, as well as promoting the Dash Dudes at a football tailgate, a televised basketball game, and at parent’s weekend. In order to gather valuable feedback from potential consumers, SWAT required representatives to use promotional tools to hype the product to students, parents, and alumni. Representatives were also accountable for locating local retail businesses that would be ideal for product sales.

Result:
SWAT’s representative team was able to successfully launch the Zydego Dash Dude and spark immediate and widespread interest in the product. Representatives provided key insight into the product’s popularity among alumni while at the same time boosting product sales.


Astroglide Case Study

Objective:
BioFilm, Inc., a manufacturer of high quality healthcare products and creator of “Astroglide Personal Lubricant”, one of the world’s top selling personal lubricants, partnered with SWAT in 2007 to enhance their promotional efforts with college students. Market research revealed that the majority of Astroglide’s clientele were 35 years or older. A plan was created for the 2007-2008 school year to integrate Astroglide into the college scene through the SWAT/ Astroglide College Ambassador Team, and the creative promotion and sampling of Astroglide at all SWAT events and sales seminars.

Execution:
Throughout California, 32 campuses were selected for the Ambassador Program. SWAT/ Astroglide representatives were sociable, involved, influential, and definitely not shy; representatives were able to work around the taboo of publicly promoting a personal lubricant. Students provided detailed marketing summaries with photos for seven themed events per campus per semester.

Astroglide promotions extended to SWAT travel. SWAT trips, such as the SWAT 72: College Ski and Snowboard trip and SWAT Spring Break, promoted Astroglide as a trip sponsor. The product was sampled at events and concerts by designated staff in Astroglide gear.

Result:
In the year and a half with the company, we witnessed SWAT/ Astroglide Ambassadors make the name “Astroglide” commonplace among their peers. SWAT was able to remove the taboo of lubricant promotion resulting in students openly embracing Astroglide, and readily sporting their promotional gear.


Perfect Pushup Case Study

Objective:
Perfect Pushup, a product of BODYREV LLC, seen on TV, approached SWAT Marketing in 2007 because they desired to broaden their target market to encompass college students. Perfect Pushup requested the linking of their brand with the college demographic in a manner that was both meaningful and lasting.

Execution:
In the first year with Perfect Pushup, SWAT Marketing integrated the brand into its winter and spring break trips as the presenting sponsor of the annual hard body contest. The Perfect Pushup product became the focal point of the competition, and they were allocated complete sponsor coverage at the contest. At the conclusion of year one, SWAT Marketing provided a wrap up video as well as supplementary photos highlighting product exposure on all the trips.

In the second year of Perfect Pushup’s partnership with SWAT, SWAT went forward with a more ambitious marketing strategy, and hired 120 of the most influential and fitness oriented students on the most highly populated college campuses nationwide. These students were instructed to incorporate the brand into their daily lifestyle and fitness routines. SWAT/Perfect Pushup representatives were required to complete a variety of activities including: Perfect Pullup installations in fraternity houses, athlete hookups, tailgate promotions, retail site inspections and monthly multimedia reports. Perfect Pushup representatives also directed interested parties to various locations where the product is sold; thus transforming product interest into product purchase.

Result:
SWAT Marketing successfully merged the younger demographic into the existing consumer market by linking the product to exhilarating SWAT trip experiences. Due to the success of first year promotions, Perfect Pushup contracted SWAT Marketing to expand their marketing efforts by creating a working network of brand ambassadors located on the largest college campuses in the United States. As a result of SWAT Marketing efforts, Perfect Pushup products have become a staple in fraternity houses in the top colleges across the nation and have been incorporated into the majority of all college athletic facilities and off-site athletic workout facilities.