thehappycorp global To Receive Sponsorship From Hi Ball
Energy drink to sponsor hybrid creative company, in the office as well as at events


January 6, 2005, NEW YORK — thehappycorp global recently struck up a unique partnership with Hi Ball Energy, makers of the eponymous high energy beverage. Rather than participate as a sponsor solely for thehappycorp events, Hi Ball will sponsor the company in an experimental partnership that tests the efficacy of promotion by usage. While a company beverage sponsorship is an uncommon occurrence, the Hi Ball-thehappycorp partnership is an optimistic one that assures the promise of constant, daily interaction between the two components.

The new agreement will provide a weekly supply of Hi Ball flavor varieties to thehappycorp headquarters, as well as ensure a bar stock at thehappycorp-hosted events. In return, thehappycorp will give Hi Ball active exposure to its diverse audience of mailing list subscribers, website visitors, colleagues, clients, and friends. Hi Ball is branching out of its usual target market by sponsoring thehappycorp — the beverage company has previously leaned towards sponsorship of sports figures and song artists, catering to the tastes of a young and impressionable audience. They are relying on thehappycorp to represent its brand in much the same way. The image offered by thehappycorp, its subsidiaries, and affiliates is closely tied to their reputation for supporting positive products and ideas, which has in turn distinguished them within the creative industry. By association, Hi Ball will inherit this “happy” characteristic of overarching positivity.

Josh Sampson, East Coast Manager of Hi Ball, contends that it is a smart move for his company to sponsor thehappycorp. He claims, “It makes more sense than just sponsoring parties. The people at thehappycorp will be using the product constantly and everyone in touch with them will see, hear about, and try it — as opposed to people drinking it at a party and forgetting about it the next day.” Sampson, viewing thehappycorp and its pursuits as “interesting, fun, original, and cutting edge,” says it is “great to work with groups like this because Hi Ball is also thinking outside the box.” Hi Ball stands apart from other beverages in the same market by offering energy drinks that are clear, naturally flavored, and less than 10 calories per bottle — a healthy energy boost that moonlights as a barside mixer.

Doug Jaeger, founder of thehappycorp, is enthusiastic about his company joining the ranks of pop-cultural idols and icons: “It's great to be recognized as an entity that can potentially exert the same influence as celebrities, extreme athletes, and so forth. As we continue to communicate with a broader audience we look for Hi Ball to grow with us.” Office employees have, so far, responded well. thehappycorp's event director, Ben Nabors, notes that “happycorp productivity has gone up 25% since Hi Ball sponsorship,” while Corrine Brown, project manager for thehappycorp subsidiary AAARRR!!!, has observed a corresponding decrease in coffee consumption. While the overall success of Hi Ball's sponsorship of thehappycorp remains to be seen, it appears that both parties expect promising results.

For more information on Hi Ball, please see their website: www.hiballer.com