Earning share-of-mind (and wallet) with Gen Z is no small task. This famously fickle audience is onto the next thing, on the next media channel, before you can say Tik Tok. Rockstar Energy Drink needed a game changing experience that would not only get student’s attention but have them lined up to engage with the brand during a landmark young adult event, Spring Break.
Rockstar Beach, in Spring Break’s number one destination, South Padre Island, Texas, was the place to be day and night for college students from around the country. Of course, free giveaways, brand premiums and product samples will attract any college student. But daily competitions, tug-o-war contests, VIP pool parties and an entertainment line-up featuring artists Cardi B, DJ Pauly D, Steve Aoki and more, made the brand king of the beach and spring breakers feel like rock stars.
Rockstar fueled the fun for thousands of Spring Breakers.