Events: Enviga Green Tea Connects With Active Men In Central Park
Coca-Cola-owned Enviga Green Tea partnered with Men’s Fitness magazine in May to help give average Joe’s a shot at athletic fame at the magazine’s first Ultimate Athlete event. Wollman Rink in Central Park was transformed into a mini sports stadium where men could compete in timed football tosses three-point shoots baseball pitches standing long jumps and other manly challenges for a chance to win a Hummer and a giant trophy.
Enviga Green Tea is a sparkling energy drink that boosts calorie burning anywhere from 60 to 100 calories. (Only catch: you have to drink three cans to get the full benefit.) The brand sampled handed out coupons and gift bags and tied its calorie-burning message into the program by motivating participants to work a little harder to earn “burn points.” Each participant’s points were entered into drawings for prizes.
“There’s no other beverage that burns calories out there so it’s important that we educate consumers on what that actually means ” Deb Roberts senior brand manager at Enviga told Buzz. “ [Central Park] is a great place because it’s where people get out and get some fresh air and burn calories so it’s a perfect venue for the brand.”
The Ultimate Athlete event is part of an integrated campaign with Men’s Fitness and Shape magazines that also includes print radio and online media. Agency: Revolution Chicago.