Two weeks ahead of his big fight, Monster Energy has released #IAmTheBeast featuring UFC fighter Conor McGregor.
With the UFC champion taking on unbeaten boxing legend Floyd Mayweather on 26 August in one of the richest and most hyped fights in history, Monster Energy leverages its endorser deal with McGregor.
#IAmTheBeast is spearheaded by a core spot debuting on 13 August and carrying the endline “We’re not here to take part… We’re here to take over! #IAmTheBeast“.
The spot is being amplified across the brand’s digital and social channels including Twitter,
Conor McGregor @thenotoriousmma is ready to go ALL IN! #IAmTheBeast pic.twitter.com/PNWEKeaLuq
— Monster Energy (@MonsterEnergy) August 12, 2017
and Facebook,
While other strands of Monster’s pre fight focused leverage campaign include behind-the-scenes images
and video,
exclusive training footage with Monster branded equipment,
plus branded interviews.
Why does Monster Energy feel McGregor is a good fit for the brand?
The coompany’ss campaign press release argues that he embodies the Monster Energy Beast mantra as he is the epitome of the brand’s high- energy values and drive to over achieve under pressure.
‘He’s rabid, ruthless, pushes the limits, and goes against the grain – just like us. And if that’s not enough, he’s setting records as the only MMA fighter to hold UFC titles in two different weight classes simultaneously (featherweight and lightweight). Hidden behind his flashy suits and thick Irish accent is the ultimate beast.’
Comment:
In its first two weeks the campaign’s central video has notched up 5.1m views on the brand’s Facebook page and a further 54,000 on its YouTube channel.
Loud, brash, noisy and exploding with energy, McGregor certainly has plenty of synergies with the energy drinks brand and, more importantly, has developed serious reach and influencer engagement with Monster Energy’s millennial target segment.
As the brand’s core demographic laps up the big fight hype – from the noisy press conferences, to the training videos and partner spots filling their social media timelines
Will it matter to McGregors swelling list of sponsors if he loses?
Well, perhaps a little.
But the Irishman is a mixed martial artist making his professional boxing debut against arguably the best boxer of his generation in Floyd Mayweather.
If McGregor loses it won’t be much of a surprise to anyone, he’ll point to his inexperience in the sport and his supporters and partners will focus on his bravery.
Just maybe this is a sportsman/sponsor win/win.
Links:
Monster Energy
https://www.youtube.com/user/monsterenergy
http://www.monsterenergy.com/
http://www.facebook.com/MonsterEnergy
https://twitter.com/MonsterEnergy
http://instagram.com/monsterenergy
