In 1998, NMG created "Surge-O-War" – a collegiate tug-of-war program supporting the Surge brand for the Coca-Cola Bottling Company of New York.

The challenge for NMG in 1999 was to introduce CITRA to college students in the New York area. To reach their elusive target market, NMG created the first-ever "Great American CITRA Hunt."

The fully interactive and fun-filled scavenger hunt was staged on 13 NY/NJ college campuses as part of "Welcome Back" festivities for all returning students and incoming freshmen.

The top teams in each campus CITRA HUNT chased their dreams at the CITRA City Hunt Championship in NY City. Beginning and ending at the South Street Seaport in Lower Manhattan, teams of college students used subways, buses, cabs, and their feet to cover Manhattan.

"Traditional sports are not always the best way to communicate a brand’s image to active college students," explained Robyn Stein, NMG’s VP of Events. "Programs like Surge-O-War and CITRA Hunt illustrate how we are tuned into the college lifestyle and understand how to reach students in non-traditional venues."