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