Iron Energy
To launch Mike Tyson's new Energy Drink, we had to differentiate our brand from the Red Bulls and Monsters of the world. How? By owning the midnight hours. We aimed our integrated approach at young males, urging them to be up for those once-in-a-lifetime moments most people miss out on by going to sleep.
GCD: Bill Matznick
ACD: Mark Fulara
MOBILE/LYFT PARTNERSHIP
After midnight, select Lyft rides are stocked with Iron Energy to keep you up and out. Oh, and some lucky riders will get picked up by Tyson himself.
OOH/WILD POSTINGS
Using specialized ink and black lights, the true personality of the brand comes out after dark.
DIGITAL/SPOTIFY
A custom playlist featuring the latest music that drops after midnight.
7 ELEVEN PARTNERSHIP
Via an exclusive partnership with 7-11, consumers receive extra rewards points when they buy Iron Energy late at night.
