WWE SUMMERSLAM
Brand
Industry
C4 Energy
Sports, Entertainment
Category
Location
Launch
Detroit, MI
Background
WWE and C4 have had a great relationship, which began in 2021 when C4 added WWE Superstars Roman Reigns, Bianca Belair, and Montez Ford to their talent roster. Also, C4 could be seen integrated into WWE broadcasts as a regular sponsor at some major premium live events, including their biggest shows, SummerSlam and WrestleMania.
Two years later, the partnership grew even stronger when WWE and C4 collaborated to launch a brand-new C4 Ultimate Energy Drink and C4 Ultimate Pre-workout Powder, with five special edition flavors inspired by WWE, and each product label included a special design inspired by WWE Championship titles.
In the weeks leading up to SummerSlam, C4 Energy was featured in television programming on Monday Night Raw and Friday Night SmackDown, with brand placements including sponsor signature billboards, animated matchup graphics, and double-feature replays.​
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Because it was the 36th SummerSlam, we worked with Seth and Rhea to each surprise the 36th family in line with free VIP tickets to the event.
We integrated into the WWE SummerSlam Kickoff Show, which was broadcast on Peacock, YouTube, Facebook X, and Twitch. The show hosts were featured promoting and interacting with the new product line. We also received bonus exposure via logo inclusion on matchup graphics.
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After the event, during the SummerSlam Press Conference, our program didn't end. We received various broadcast placements and were integrated into the event’s signage, which could be seen throughout the broadcast.
At one point, Cody Rhodes was featured interacting with the products, conducting a live taste test between the Ruthless Raspberry and Berry Powerbomb nodes.
Idea
With the products releasing exclusively at GNC ahead of the 2023 SummerSlam event, slated to take place in Detroit, Michigan, C4 was looking for a way to launch the products in a unique and effective way to raise awareness and drive the WWE Universe to retail.
We created a multifaceted launch plan, Ultimate Undisputed Energy, which included broadcast exposure, cross-platform social distribution, a high-impact digital media plan, and on-site activations.
To continue the excitement, the Friday before SummerSlam, we joined forces with GNC to host a special meet & greet with WWE Superstars Seth ‘Freakin’ Rollins and Rhea Ripley, two of the WWE's biggest names. Both appeared at Great Lakes Crossing Outlets, to a massive crowd of 1,400 fans, to promote the new WWE collab products and took photos with fans.
On the day of SummerSlam, we deployed our Field Marketing team who activated at three (3) gates at Ford Field, where brand ambassadors executed pour sampling upon ingress and distributed full 16 oz. cans of the new energy drinks to as fans exited the event.
As the presenting sponsor of the Women’s Championship Triple Threat match during SummerSlam, we worked with our talent, Bianca Belair, to showcase the new C4 Ultimate Energy product by taking a drink from a can before she made her way to the ring. C4 branding was then prominently displayed throughout the match via LED signage that was visible in-broadcast.
The new Ultimate Energy cans were displayed on the podium before WWE Superstars.
