Adrenaline Tour

SOBE/Pepsi wanted to reach out to consumers to promote their new beverage Adrenaline Rush. They chose the Cinetransformer to follow the Ozzfest, a series of rock stars concerts leaded by Ozzy Osbourne across the US during the summer targeting the 18-24 year old student community.

The tour will hit every 26 cities during the Ozzfest event and run an exclusive, action-sports movie for eight hours each day. The movie is a 12-minute compilation of the best footage from the past eight years of the popular "Crusty Demons" action-sports movie series, developed by On Board Entertainment along with other action-sports filmmakers.

Named the "Adrenaline Theater" drink sampling took place within and outside the Cinetransformer.