Rockstar Energy Drink puts focus on ‘real people’ in digital campaign
Rockstar Energy Drink has launched a digital marketing campaign as part of plans to create a League of Rockstars’.
The campaign will be housed on Rockstar’s UK YouTube channel and pushes the idea that being a rock star is an attitude across all aspects of life, not just a status for famous musicians.
A launch video featuring people carrying out amazing acts – both professional and the everyday – along with media-rich digital ads launched last Wednesday (6 August) on specialist youth network w00t! and invited consumers to subscribe to the YouTube channel.
A series of short videos are set to be released each month featuring real people achieving something #likearockstar, such as stunts, tricks and everyday acts.
Online viewers will be invited to vote on whether the individual in the video deserves to make it into ‘The League of Rockstars’, with winners promoted on the channel and across social media channels.
Adrian Troy, head of marketing at AG Barr, which has a manufacturing and distribution agreement with Rockstar, said: “We are increasingly looking for ways to reach and interact with youth audiences without trying to take them out of environments where we know they are incredibly engaged. We believe that this campaign successfully allows the brand to play where our consumers play, making Rockstar increasingly relevant to a difficult-to-impress youth audience.”
The campaign was created by AnalogFolk London with media planned and bought by Omnicom Media Group’s PHD in Manchester.