Rockstar Energy Drink has launched a new digital marketing campaign, which aims to create ‘The League of Rockstars’.
The new campaign, created by AnalogFolk London with media planned and bought by Omnicom Media Group’s PHD in Manchester, will be housed on Rockstar’s UK YouTube channel and is focussed on the idea that being a rock star is now less about being a demi-god in the music world, but more of an attitude across all aspects of life. It’s not about what you do, but how you do something.
A launch video featuring people carrying out amazing acts – both professional and the everyday – along with rich digital media which will be served across the specialist youth network w00t! at first invites consumers to subscribe to the YouTube channel.
Short videos will then be released every month featuring real people achieving something #likearockstar, such as stunts, tricks and everyday acts with a flourish. Online users will be invited to vote on whether that individual in the video deserves to make it into ‘The League of Rockstars’, with winners being glorified on the channel and across social media channels.
‘The League of Rockstars’ campaign is aimed at the brands core target audience of young British male adults who are passionate about sports, music and gaming.
Adrian Troy, Head of Marketing at A.G. Barr, 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.’
Rockstar launched in North America in 2001 and was rolled out in the UK in 2007 following a manufacturing and distribution agreement between A.G. Barr and Rockstar Inc. During 2012 A.G Barr announced an extended franchise agreement with Rockstar to 2024.