ROCKSTAR Energy Drink
Situation
ROCKSTAR, a growing national energy drink brand distributed by Coca Cola with significant market penetration in the West Coast of the U.S. wanted to:
- Increase brand awareness and market share beyond the West Coast through increased presence in the Northeast, Midwest, South, and Southeast regions.
- Drive trial and conversion among the high school and college market segments.
Solution
Developed an integrated marketing program that targeted both college and high school students in markets with low brand development. Program elements included:
- College brand ambassador (BA) program at key colleges and universities. BA network delivered live product samples and branded gear to students through hand-to-hand sampling, themed parties, study breaks and other on-campus events.
- High school activation that integrated the ROCKSTAR brand into student-centric events, both on and off campus.
- Event sponsorship and branded activities at the most popular Spring Break destinations including onsite sampling and VIP pass distribution for club and entertainment venues.
- Online exposure including Facebook applications, as well as print promotional tie-ins.
Results
Efforts helped to grow ROCKSTAR’s brand recognition and penetration among target:
- More than 250,000 cans of ROCKSTAR energy drink were distributed across 90+ college campuses, 5,000+ high schools, and at 27 college Spring Break and off-campus high school events.
- Additional brand exposure was generated through 1.6MM printed pieces, 4.4MM website page views and regular communication to a network of 40,000+ Facebook friends.
- The ROCKSTAR program is being expanded for the 2008/2009 school year.
