Most brands are interested in tapping “influencers.” You know, the cool people who have a large network of really cool friends. Not Bawls Guarana. This brand of energy drink is more interested in attracting the guy dressed as Darth Vader.
Bawls relishes its role as being the official drink of geeks everywhere. So much so, it launched a series of “Geek Singles Nights” in conjunction with the online dating site Sweet on Geeks. The first matchmaking party kicked off in April in Lauderhill, FL. The event, naturally, was held at a comic book store. Raffles, displays of light saber skills and speed dating was in the air as local members of the 501st legion of Star Wars enthusiasts were invited to attend in full costume.
Beyond giving “Yoda” and “Princess Leia” the chance to hook up, the inaugural event was also an opportunity to launch the brand’s new flavor Bawls G33K B33R. “Drinking Bawls G33K B33R is a fun, refreshing way for anyone to celebrate their inner geek,” says Hobart C. Buppert, owner of Hobarama Corp., which produces Bawls Guarana. “To further celebrate geekiness at singles night events, Bawls distributes non-traditional, branded items including Bawls G33K eyeglasses, taped and all, for fans to get their geek on.”
Rather than mix alcohol in with its drink, like many energy drink brands, Bawls distributes G33K B33R floats. The company also gives away branded T-shirts, stickers and drawstring bags.
Bawls also regularly sponsors video gaming competitions (more than 1,000 per year) as well as the 2008 Geek Prom. Geek singles nights will make their way across the country with Jacksonville, FL., Minneapolis and San Francisco on the schedule. So this would indeed be a good time to shine up your Stormtrooper costume in case a cute droid happens by.