SK Energy: Street King Campus Marketing

SK Energy, founded by 50 Cent and PureGrowth Partners, wanted to introduce its energy drinks to U.S. college students, drive awareness, build product loyalty, and increase sales.

Situation YMC built a brand ambassador program across 9 college campuses in New York City and 30 college campuses nationwide. The program focused on converting energy drink, coffee, and non-energy shot users into SK Energy consumers.


Customized tailgates, concerts, and study breaks

Weekly guerrilla marketing sampling events

Retail store offtake support



Impressions generated during on-campus marketing events


Samples distributed on campus


Increase in awareness among undergrads at program campuses

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