• by Tanya Gazdik , April 15, 2010

Monster Energy is partnering with Gibson Guitars to promote the solo album of Slash, formerly the guitarist of Guns N' Roses.

The Los Angeles-based drink company is presenting "the ultimate Slash experience" to give fans exclusive content and prizes. Fans can log onto Monster Energy's Web site now through June 30 to enter. Also included on the site is exclusive behind-the-scenes video content featuring Slash. There are links to Slash's Web site and MySpace page on the Monster Energy microsite.

The drinks will be available in limited edition Slash/Monster Energy "4-Packs" labeled with unique codes that can be used to access free content, including: an exclusive song not available on the Slash album, two additional songs from the album, exclusive video content, Slash ringtones, wallpapers and screensavers designed by Slash himself.

Monster Energy and Gibson Guitars are partnering for additional register-to-win prizes (no purchase is necessary to enter the sweepstakes) in the U.S. and Canada. The grand prize awards five fans with a V.I.P trip for two to a private concert with an exclusive backstage meet and greet with Slash.

Ten fans who win the first prize will receive a limited edition Gibson Appetite Les Paul Guitar. Fifty fans who win the second prize will get Slash's new CD. In Australia, New Zealand and Europe, fans can enter to win a grand prize that consists of a trip to attend the private concert and exclusive backstage meet and greet with Slash along with the Limited Edition Gibson Appetite Les Paul, as well as other exclusive prizes.

Consumer will find out about the effort via a viral marketing campaign and public relations efforts, says Monster Energy Music Marketing Manager Brent Hamilton. Marketing includes social media and in-store point-of-sale materials, he adds. "We want to be able to offer consumers and Slash fans something very unique that cannot be found anywhere else," Hamilton tells Marketing Daily.

Monster Energy has a long history of partnering with bands on promotions. Other bands the drink manufacturer has linked up with include Linkin Park. That partnership earlier this year included a Linkin Park Media Player that gave fans behind the scenes footage, downloads, ringtones and tracks as well as a chance to win weekly, monthly and quarterly prizes, including a trip to see the band overseas.