REIGN
Monster Beverages planned to introduce Reign into an already saturated fitness-drink category dominated by brands like Red Bull, Rockstar and Bang. To break through the clutter,
we leveraged the thematic similarities between Reign’s logo and HBO’s series, Game of Thrones. Recruiting GOT character, The Mountain, and 200 of his most loyal warriors to invade Times Square on the day of the show’s final season premiere. We amplified the stunt with pre and post-event content backed by a vast social army of sponsored influencers and fans working together with military precision to generate buzz and earned media.
