ALPHA TRIALS

Brand

Industry

Pre-Workout

Background

C4 learned through consumer research that the perception of its brand was unfavorable among Gen-Z consumers, who viewed it as a brand with "mid" formulas and no relevancy with younger audiences in the lifting community. This wasn't taken lightly as the brand's innovation team went to the lab for over a year, working with the University of Health & Performance to create ALPHABOMB, a cutting-edge product with the highest level of stim across the entire portfolio of pre-workouts.

For the launch of ALPHABOMB, the brand needed to create a big moment to change consumer perception; unveiling ALPHABOMB to a captive audience through an unforgettable experience that drove excitement within the lifting community and reminded consumers that no other pre-workout brand in the world HITS HARDER than C4.

We shut down ALPHALAND and invited the entire Houston lifting community out to gather for a workout in our combat-inspired activation, where attendees would be some of the first ever to try ALPHABOMB for free and see firsthand how it would give them the most intense workout they've ever had in their lives.

All attendees were allowed to work out at the state-of-the-art facility for free. Upon entry, they were handed samples of ALPHABOMB with a C4 shaker. Houston-based DJs kept the energy up all night, along with photo opportunities for lifters to capture high-quality content to share on social media.

With C4 headquarters in Austin, we wanted to give local content creators in our backyard the chance to attend our launch event, so we partnered with 40 Austin-based fitness influencers and brought them from Austin to Houston in our branded bus and attend ALPHA TRIALS as our VIP guests.

Idea

A "trial" is a way for customers to try a product for free, but ALPHABOMB was no ordinary pre-workout. This product was made with some bad-ass military veterans with explosive ingredients that would have their face melting. This means those who were brave enough to try it, shouldn't be sitting on their asses at home.

For the launch of ALPHABOMB, we partnered with the most popular gym in the world, ALPHALAND, known as "The Disney World for Bodybuilders," to host HIT HARDER: ALPHA TRIALS, where we introduced ALPHABOMB to young consumers in a lifting environment they'll never forget.

We brought in our entire roster of C4 Athletes, Jamal Browner, Miranda Cohen, George Bamfo Jr, Courtney Crawley, and Luca Dasilva to elevate the experience for attendees and amplify the moment online in hopes of creating the fear of missing out (FOMO) with their followers on social media.

ALPHABOMB was designed to help lifters destroy their PRs, so if attendees did beat a PR at one of our lifting stations, they would get the opportunity to destroy their PR (literally) by smashing it on a our rocks as a moment of celebration.

A quick survey was available for attendees to complete for real-time feedback on the product and the event to understand how potential brand perceptions and buying habits have shifted. Those who participated in the survey received a 40% discount code redeemable on the DTC website.

Immediately after the event, a folder was shared via email and on social media for attendees to continue driving user-generated content.

Results

1600+ attendees
- 2,200+ samples of the new ALPHABOMB product
3.1M impressions generated on brand channels
- - 97K engagements
16 C4 Athletes created 161 posts
- 15.4M impressions
- 618K Engagements
- $1.2M EMV
40 C4 Influencers created 138 posts
- 138 Posts
- 2.5M Impressions
- 87K Engagements
Generated $37K in gross sales via DTC website
- Biggest pre-workout launch on DTC in the last 3 years
- 66% of orders placed were from new customers