Full Throttle--8.25.10

 Full Throttle Case Study Event: 2009 NHRA Full Throttle Drag Race Tour Locations: Pomona, California; Phoenix, Arizona; Gainesville, Florida; Houston, Texas; Las Vegas, Nevada; Atlanta, Georgia; Madison, Illinois; Bristol, Tennessee; Topeka, Kansas; Chicago, Illinois; Englishtown, New Jersey; Norwalk, Ohio; Denver, Colorado; Seattle, Washington; Sonoma, California; Brainerd, Minnesota; Reading, Pennsylvania; Indianapolis, Indiana; Concord, North Carolina; Dallas, Texas; Memphis, Tennessee; Richmond, Virginia; Las Vegas, Nevada; Pomona, California. Objective: To sample and brand message Full Throttle Energy Drink at the NHRA Drag Race Events. NHRA is the world's largest auto racing organization. This event targeted the key consumers for Full throttle Energy drinks: males from 21-­‐35 Staffing needs: • 4 BAs and 1 Setup Assistant per market working three to four days • BAs had to be attractive, energetic and outgoing Results: • More than 1 million samples distributed during the program • Full Throttle one of the top 5 energy drinks consumed in the US