Energy drink brand Jolt is teaming up with the Island Def Jam music group to run what the beverage maker claims is the first under-the-cap promotion in the energy drink category.
From now through November, each purchase of a specially marked 16 oz. Jolt will get an access code that customers can input to receive a free song download from Island Def Jam artists such as Ida Maria, Hoobastank, Monty Are I or Neon Trees. Users can download one song per customer and/or per e-mail address per day during the campaign.
Besides the free tunes, customers who look under their Jolt cap during the “Every Jolt Rocks” promotion might also find themselves an instant winner of a grand prize trip for two to see one of the featured artists live, including VIP access, hotel, airfare and $500 in spending cash. Other instant-win first prizes include ten 8 GB iPod Nanos and ten 4 GB iPod Shuffles.
The campaign is being conducted in thousands of participating convenience and drug stores around the U.S. Concept One Communications is handling the effort, including the Web and in-store elements.
Created in 1985 as a highly caffeinated soft drink, Jolt refashioned itself as an energy drink in early 2007 with the addition of taurine, guarana, ginseng and B vitamins. The drink is sold in battery-shaped aluminum bottles and comes in blue raspberry, power cola, cherry bomb, orange blast and wild grape flavors as well as Ultra Sugar Free.
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