Launching Celsius on a competitor campus requires strategy, agility, and unforgettable interactions—and that’s exactly what EMS delivered at The O on Lane, a popular OSU hotspot and Pepsi partner restaurant located right in the heart of campus. As game days and campus events brought heavy foot traffic past the venue, EMS deployed a team of energetic Brand Ambassadors to meet students and fans when they were hyped, thirsty, and ready for extra energy. Positioned outside The O, the team distributed ice-cold Celsius samples to passersby heading to classes, tailgates, and on-campus events, sparking instant product trial and curiosity. Right place. Right moment. Maximum impact. Celsius lit up campus energy at The O on Lane.