1.
Problem
Brand
engagement
with motorsports
sponsorship is
mostly restricted
to being a
spectator

2.
Solution
The Monster Cup Live social racing
that combines
web 2.0 with low
cost motorsports

3.
Business Model
• Low cost entry: $500 • NASCAR parody
race cars (plus safety • Emphasis on fun
equipment) rather than finishing
• Two day weekend position
racing festival • Robosaurus’s Revenge
• 5-10 races held on • Micro NASCAR
road courses environment
• Camping/music • Social media friendly
festival

4.
Underlying Technology & Magic
For Teams For Monster Energy
• Team building Experience • Create Monster Energy
• Car search brand evangelists
• Race vehicle prep • Develop leading-edge
• Team Media & marketing entertainment
• 8 Hours of real racing • Social media generated
content Converged@
themonstercup.com

5.
Marketing
Marketing Channels Target Demographics
• Traditional and Social Media • NASCAR infield campers
• TV show • Social Media engaged
• Engage existing Monster males 18-45
Energy Channels • Grassroots motorsports
participants
• Motorsports

6.
Competition
• Red Bull Flugtag
• The economy
• DIY racing
– Autocross
– 24 Hours of Lemons
– Grassroots
Motorsports
Challenge

7.
Team
Humpy Wheeler Ernie Moody Rob Harris

8.
Projections
2009 2010 2011
Events 5 Events 10 Events 15
Team Count 250 Team Count 750 Team Count 1125
Participants 2000 Participants 3000 Participants 4500
30 Events
2125 Teams
9500 Evangelists

9.
Status and Timeline
Initiated Timeline
• Budget • Present-January 2009:
• Domain – Secure title sponsorship
• Social Media site • January-Mid 2009:
• Rules Package – Event Logistics
• Identify tracks – Initiate marketing plan
• Identify dates • Mid 2009
• Marketing plan – Execute first event
• Logistics guide
• Virtual project management

10.
Summary/Call to action
The Monster Cup will 3yr entitlement 9MM
engage trend setters and
have the ability to grow
exponentially