User Generated Sponsorships: Chocolate Milk

It seems one brand, or non-brand, has recently stepped up marketing efforts in the endurance space. With support from fitness magazines and studies claiming chocolate milk is one of the best options for post-workout nutrition, the "Refuel | got chocolate milk?" campaign is playing out through the Milk Processor Education Program (MilkPEP) website, TV ads and viral videos, print ads and event sponsorships. Chocolate milk is now the "Official Refuel Beverage" of the Rock 'n' Roll Marathon Series, Ironman, Lifetime Run, USA Swimming, and the Challenged Athletes Foundation (CAF).

The well-integrated campaign leverages these partnerships on-site at the events by offering athletes the opportunity to be selected for a sponsorship through public voting. Athletes can record videos at the events, or wherever they choose, which are uploaded and voted on the following month by the general public. Those who are selected for Team REFUEL win $500, branded training gear, and the chance at additional opportunities like international Rock 'n' Roll races or starring in a national ad for chocolate milk.

Collateral piece distributed to athletes at events

Expo booth at Rock 'n' Roll Dallas Half Marathon

Athletes can have a video taken and uploaded for a chance to win a sponsorship

These sponsorship opportunities allow any (every) athlete to be involved, as well as encourage online voting traffic which helps showcase the growing roster of athletes, including professional triathletes and Ironman champions Miranda Carfrae and Chris Lieto. The professional athletes are considered Team Captains, their ads can be seen below.

Fore more, visit the got chocolate milk? website.

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