To generate buzz for the launch of a new energy drink, “Momentum,” Viral Sy conceptualized and executed a dynamic and interactive brand activation in a high-traffic urban plaza. We created a multi-sensory experience that included a pop-up skate park, live DJ sets, and a “Momentum” sampling bar. Our integrated marketing approach utilized social media contests and collaborations with local influencers to drive foot traffic and online engagement. The three-day activation resulted in tens of thousands of product samples distributed, a significant increase in social media followers for the brand, and widespread user-generated content, successfully launching “Momentum” into the competitive beverage market.