Case Study: ROCKSTAR Energy Drinks, Spring Break 2009
Posted in Spring Break Marketing on June 10th, 2009
Here on the blog, I often spend a lot of time discussing YMC’s use of digital tools for marketing brands to a Gen-Y crowd. Because I’m fascinated by emerging trends in interactive marketing, I’m always chiming in with my opinion about the success (and failure) of recent digital campaigns. Gen-Y lives and breathes digital, so I make it a point to be right there with them — even if that means tweeting like there’s no tomorrow. (As I’ve said a few thousand times now, if you’re one of the Tweeting Millions, you can connect with me there; I’m @paul_himmelfarb.)
But YMC’s first love is experiential marketing — physical, on-the-ground events that get students engaged with brands in an authentic way. We’ve just wrapped up the Spring Break season, and we’ve compiled a video that documents the work we’ve done with ROCKSTAR Energy Drink on the beaches and nightclubs of the world’s best spring break spots. This is our second year working with ROCKSTAR, and we saw some really great numbers this season: per-destination impressions increased by a pretty dramatic 312%. In total, ROCKSTAR generated an estimated 1.3 million impressions, and got about 60,000 cans-in-hands from the Spring Break portion of the annual program. This all was designed to run in tandem with the on-campus campaign that I mentioned in the post last week.
But the numbers alone don’t do justice to the campaign — this campaign was all about creating the ROCKSTAR atmosphere, about bringing the brand to life. And whether it was at the beach, a night club, a pool-side bar or a concert, we did just that. Check out the video below and see the campaign in all its energy-drink-fueled glory.
ROCKSTAR Energy Drink, Spring Break 2009 from Zach Gooodwin on Vimeo.
