Monster unveils ‘ride along with Lewis’ promo

Lewis Hamilton

Monster Energy is giving motor racing fans a chance to win a track day with Formula One star Lewis Hamilton, as part of its ongoing partnership with Mercedes.

The ‘Ride Along’ competition begins on April 1, and runs for three months. The lucky winners, accompanied by a friend, will enjoy a lap of the Brooklands AMG track. Their driver will be three-time World Champion Lewis Hamilton, who will also hold a meet and greet and autograph session with the winners.

Consumers can enter via the Monster Energy website. Retailers will be supported with a range of POS items.

The promotion is the latest Monster Energy activity designed to align the brand with motorsport, helping to increase its appeal to a wider more mainstream demographic at a time when Monster Energy is the fastest-growing brand in the energy sector.

Simon Harrison, GB Operational Marketing Director at CCEP, said: “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.

“We’re confident that the initiative will help us to build on the sales growth enjoyed over the past year, driving sales and profits for our customers.”