Monster’s “Shirt Off Your Back” Promo
Monster Energy's annual Gear promotional site gets a fresh, new look to drive this successful website marketing tool to never before seen levels.
- Monster Energy
- Interactive Websites
- HTML + SASS
- Ekko DNA
- Ekko CMS
Awards & Recognition
- CSS Design Awards
- CSS Winner
- CSS Light
After a successful 2015 Monster Gear program, Monster Energy again called upon EKKO Media to design and develop the 2016 Monster "Shirt Off Our Back" website. The site leverages the large, Monster Energy fan base and their connection to their high-profile athletes and engages users in a seamless, promotional experience.
The interactive website features a highly visual responsive design that directs users to create an account, mail in their can tabs for Monster credits, after which they use those credits to purchase Monster Energy licensed apparel. The site is driven by a custom eCommerce system that was built from the ground-up to the specific requirements of the client.
Monster Personalities Driving Engagement
Monster Energy has an incredible brand following that has been built from strong brand integration in action sports, concerts and celebrity affiliations. These powerful partnerships have helped catapult the brand to make it one of the leading energy drink companies in the United States. Part of this success is attributable to how Monster engages its audience. Celebrity affiliations and targeted promotions have helped fuel this success.
A Simplified Experience
In developing a promotion, Monster had to appease their broad and complex fan base, which ranges from motocross and off-road racing to the surf, skate and music crowd. Leveraging their celebrity and sports personality affiliations, Monster developed a promotion based around a rewards program. Monster has learned that tying promotions to celebrities is a highly effective way to reach every segment of their fan base.
Platform and Development Frameworks
Using an aesthetically appealing and intellectually designed framework as the basis, we were able to deliver a website that is easy-to-navigate and is highly effective at engaging users. Special emphasis was placed on consistency with other Monster Energy visuals.
In deference to the greater reliance upon mobile devices among audiences in this segment, special attention was paid to the mobile experience. Still, the powerful aesthetic elements and navigation elements had to carry over to mobile audiences in order to maintain brand consistency. This was especially critical given the historically short attention spans of users in this demographic.
Core Functionality and Features
The Monster Energy Shirt Off Our Back promotions provides its users with an easy and intuitive interface that allows for easy registration, tab credits, and redemption.
All user credits are tracked individually in each account as well as through a custom CMS that give the admins of the site full control of all function and features. Some of those include the following listed below.
Easy as One, Two, Three
The users are quickly directed through the simple process of registering, printing their order form and mailing in their tabs to redeem for Monster Energy Gear.
Registration is as simple as filling in a one-page form. After registering the user is sent a confirmation email with a link to print their can tab mail-in form.
Classic eCommerce Experience
The unique nature of this promotion is simplified with a classic eCommerce experience. Once the user has received their mail-in tab credits they can purchase products. The user pays for shipping and handling, which is processed through Authorize.net's API.
High-profile athletes and celebrities create promotional interest, but once the user has reached the site, the interface and overall design are crucial. With tens of thousands of products sold, it’s clear that the new design and functionality helped drive this tremendously successful campaign.
Weeks for delivery