Rockstar Energy: Spring Break Takeover

The national energy drink brand, ROCKSTAR, wanted to increase brand awareness and market share beyond their West Coast base, while driving trial and conversion with U.S Millennials at multiple popular 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, Acapulco, Panama City Beach, Lake Havasu, and South Padre Island.

Solution

Orientation and day party branding

ROCKSTAR bars in hotel and resort properties

Bar and nightclub takeovers

Results

3M

Impressions generated through website views and social media marketing

100K

Cans of ROCKSTAR energy drink distributed

3K

Pieces of social media content created

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