XYIENCE Prepares for March Madness Brand Loyalty

March Madness unites college basketball fans across the country and also signals the start of spring.

For Thomas Oh, senior vice president of marketing for XYIENCE, March Madness also signals the start of the company’s massive brand loyalty push.

“Over a year and a half ago, XYIENCE shifted away from a polarizing marketing property (mixed martial arts) to a more broadly appealing platform (college sports) that more befits the mainstream attributes that the product line possesses (i.e. great taste and zero calories),” Oh explained to Loyalty360.

XYIENCE, the original great tasting, zero calorie energy beverage will once again partner with Campus Insiders, the premier digital destination and content source for college sports fans, to produce a new series hosted by veteran sports journalist Seth Davis titled, “Don’t Mess with Seth.”

What’s more, XYIENCE will sponsor a national sweepstakes that will send a lucky fan and a guest to the 2017 NCAA Final Four in Phoenix April 1-3, 2017.

In the new series, Davis will discuss the college basketball season headlines leading up to the National Championship game slated for April 3, 2017. The premiere episode launches Feb. 14 and will be available on CampusInsiders.com.

“Continuing our partnership with Campus Insiders and Seth Davis during the college basketball season reinforces our goal of reaching older millennials (ages 27-37) who are more educated than the average energy drink consumer who also tends to seek a zero-calorie option,” Oh explained. “With almost six million digital impressions planned during the next four weeks leading up to the college basketball postseason, this program will raise awareness of XYIENCE.”

In addition to the planned media buy with Campus Insiders, both companies will promote “Don’t Mess with Seth” via their respective social media channels (e.g. Facebook, Twitter, Instagram, etc.) During this time, Davis, a noted college basketball expert and television analyst will actively promote this custom series to his almost 300,000 followers on Twitter (@SethDavisHoops).

“Honestly, last year’s program was very successful,” Oh said. “Campus Insiders and Seth provided compelling, timely content that college basketball fans appreciated. And they worked with their distribution partners (e.g. Yahoo, MSN, etc.) to broaden the reach of this series. We are also partnering on an in-store sweepstakes in which a lucky fan and a guest will win an all-expenses paid VIP Experience to National Championship weekend in Arizona. The winner and their guest will receive on-court media access prior to the game and meet with Campus Insiders on-air personalities during the weekend. Last year, we had almost 6,000 consumers enter the sweeps and we decided to bring it back this year.”

Much like Christmas is a massive portion of many retailers’ annual sales, March Madness is a significantly important time of year for XYIENCE. Customer loyalty at this time of year is critical for XYIENCE.

“XYIENCE is an emerging brand in the energy drink space,” Oh said. “We are the first and only brand whose entire portfolio consists of zero calorie options. As older millennials consider their desire to limit caloric intake in their search for energy options, we are focused on making them aware of our great tasting products. We believe once a consumer then tries our drinks, they will be hooked due to the efficacy, taste, and zero calories benefit. In addition, we aim to serve up interesting, relevant content to continually remind them that we are a brand that fits their needs and lifestyle. If we do that authentically, consumer loyalty will be a natural byproduct.”

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