Objective: Launch a new energy drinkStrategy: Create a strong brand identity, innovative in order to create buzz and build a strong notoriety: the solution is co-creation!Concept: Master SOBE is the guardian of the original ancient secret, join him and spread the energy around you through a video1) A non-branded blog of a French disciplehttp://www.christophiade.blogspot.com/2) A Myspace profile (1500 friends)http://www.disciplesdemaitresobe.fr3) A co-creative interactive briefhttp://www.dailymotion.com/sas/purerush/4) A user video community (265832 views)http://www.dailymotion.com/group/577765) Product sitehttp://www.purerushbysobe.fr/