Monster Energy is to offer UK motor racing fans the chance to bag a track day with Lewis Hamilton, as part of a tie-up with the Mercedes-AMG Petronas Formula 1 team.
The Ride Along competition will begin on 1 April and run for three months backed by PoS, with entries made via monsterenergy.com/ridealong. Winners will meet the three-time F1 world champion, who will drive them around the AMG facility at Mercedes-Benz World at Brooklands in Surrey.
The promotion marks the third year running Monster Energy has partnered with Hamilton and Mercedes, as the brand continues its aim of broadening the caffeinated drink’s appeal with motorsport fans.
“We’ve worked hard to align Monster Energy with the interests of a wider-yet-targeted adult consumer,” said Simon Harrison, GB operational marketing director at CCEP. “The offer of this genuine money-can’t-buy prize is designed to underline our status as the energy drink of choice among the motorsport audience.”
The tie-up with Hamilton also see the global launch of LH44 – a black grape variant that marks the first time the 32-year-old has worked with Monster Energy on a product. The name refers to his F1 car number.
The NPD was something the driver wanted to do since teaming with the brand three years ago, he said. “Monster Energy is such a cool brand. The brand culture and lifestyle really fits with my own.”