On March 1, 2003, the Boston Red Sox sold seats on top of the famous Green Monster at Fenway Park for the first time. Thousands of fans were expected to camp out overnight in line to be the first ever to buy these tickets. It would be a long night, and fans would need energy to stay awake.

Charity Hop founder, Brett Rudy, seized the moment. He contacted Hansen's Beverage to inform them of the opportunity. There was immediate interest and more than 700 bottles of jumbo 24-oz Monster Energy Drink were distributed to Boston. Rudy headed to Fenway and camped out in line himself -- 23rd in line overall. By midnight, there were hundreds of fans in line, and by daybreak, thousands. All night long, every hour on the hour, Monster Energy Drink was distributed to fans in line to give them the energy needed to get through the freezing cold night.

The next morning, energized fans were able to purchase their long-awaited tickets. The mascot of the Boston Red Sox, Wally the Green Monster, made himself available to commemorate the historic event. By 2005, Monster had #2 market share at 22.3% -- behind only #1 Red Bull with a 37.4% market share. Before the event, Monster Energy Drink was a relatively unknown beverage.
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Wally the Monster promoting Monster Energy Drink.		Charity Hop founders with Wally the Green Monster.
Fans waiting for Monster Seats outside Fenway Park.		More fans staying awake with Monster Energy Drink.