Viral experiential campaign meets augmented reality in Los Angeles as Monster Energy partnered with Evolve Activation and Blaze PR to launch Fantasy Ruby Red, the latest addition to their Ultra Series. With a larger-than-life pop-up installation and immersive AR experience, the campaign was designed to spark buzz, drive product trial, and deliver high-energy impact to Monster’s core audience.
Challenge:
Monster Energy wanted to break through a crowded market with a memorable launch for its new zero-sugar flavor. The goal was to go beyond traditional tactics and create a viral experiential campaign that combined physical spectacle, digital engagement, and artistic storytelling in a single brand moment that could scale across social platforms.
Solution:
Evolve Activation brought the Fantasy Ruby Red flavor to life with a bold viral experiential campaign that started with a 12-foot can bursting from the ground on Abbot Kinney Boulevard in Venice, California. The striking build instantly attracted attention and foot traffic. Surrounding the installation was a mixed-reality environment powered by AR/T HOUSE, allowing attendees to interact with the can’s custom artwork via app-less augmented reality technology.
The event featured an exclusive VIP activation with Pinky Taylor, the artist behind the can design, and included live staffing, guided experiences, and content creation support. Evolve provided full program execution in Los Angeles, covering event concepting and design, footprint fabrication, venue negotiation, staffing, training, logistics, data collection, and reporting.
Results:
- Thousands of in-person and digital consumer engagements
- Viral social sharing of AR content and installation visuals
- Influencer and VIP participation drove earned media impressions
- High product trial and brand awareness in a key launch market
- Strengthened Monster’s partnership with Evolve for future campaigns
Why It Worked:
The viral experiential campaign succeeded by turning a product launch into an immersive spectacle. Blending visual storytelling, technology, and in-person interaction, the campaign created a high-energy moment that resonated with Monster’s fan base. It delivered both real-world impact and digital amplification, making it a blueprint for brand activations designed to engage and trend.
Ready to elevate your brand with experiential marketing? Contact Evolve today to learn more.
