Game day at the Garden.

The plan centered on Madison Square Garden. On New York Knicks game days, vehicles carrying C4 Energy swarmed the blocks around the arena, so fans on their way to the game saw the brand from every direction. The rest of the week, the same fleet of more than 100 branded vehicles (box trucks, digital trucks, wrapped rideshare cars and branded taxis) kept C4 in front of New Yorkers across Manhattan and the surrounding boroughs.

An illustrated street map of Midtown Manhattan with a swarm zone around Madison Square Garden, between Seventh and Eighth Avenues, and branded taxis, wrapped rideshare cars, box trucks and digital trucks converging on it on New York Knicks game days.
The plan: swarm the Garden on game days, cover the boroughs the rest of the week. Illustration.

Built to move product.

The goal wasn’t awareness alone. C4 wanted the campaign to show up at the shelf, in stores around the city, and it was measured that way: recall, purchase intent and in-store sales.

The Moving Out of Home Association (MOOHA) ran the campaign with Nutrabolt’s agency, ODN, across nine member companies. Vugo took part as a member of MOOHA.

Measured independently.

Reveal Mobile, StreetMetrics and Pathformance measured the campaign. The results are MOOHA’s figures for the whole campaign, across every partner. Read MOOHA’s announcement, or see how MOOHA’s study was done.