The kind of strategy the company was engaged in is sampling.
In the field of business, sampling can be described as a promotional strategy in which a small amount of the product is sold to the people present in a place in order for more people to taste the product. By doing so, people who like the sample will have more chances of buying a product.
In the scenario mentioned in the question, as energy drinks are most likely to be consumed by young adults, the company is offering free cans of their product to high schoolers that are present in the parking lot. Such a promotion strategy will be called as sampling.
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