Rockstar Spring Break Takeover

The national energy drink brand, Rockstar, wanted to increase brand awareness and market share beyond their West Coast base, with a specific desire to drive trials and conversions within the U.S Millennial population at multiple Spring Break destinations.

Situation YMC partnered with Rockstar to create an integrated Spring Break marketing campaign. The campaign incorporated touchpoints with students before, during, and after Spring Break in Cancun, Cabo, and Acapulco, Mexico, as well as Panama City Beach, Lake Havasu, and South Padre Island.


Orientation and day party branding for spring breakers

ROCKSTAR beverage bars in hotel and resort properties

Bar and nightclub takeovers at top Spring Break venues



Impressions generated through website views and social media marketing


Cans of ROCKSTAR energy drink distributed


Pieces of organic UGC created

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