Where will your can take you?

Fighting Gen Z brainrot with their love of live music.

A global brand platform which turned every can of Rockstar Energy Drink into the ultimate skeleton key to live music experiences.

• 1000+ pieces of content created

• 42m social impressions

• $35M in earned media coverage

The Challenge

How could we make real music experiences accessible and unmissable to an audience plagued by brainrot and digital slop?

Attention Seeking

Whilst other energy drink brands were investing heavily in artists, we invested in fans. ‘Where will your can take you?’ is a global brand platform which turned every can of Rockstar Energy Drink into Gen Z’s access key to unforgettable music experiences. Squat raves. 4am Karaoke. Basement gigs. Two-stepping with strangers. Crawling into dive bars and leaping into mosh pits. We gave away tickets, put on gigs, levelled up festival experiences and got fans closer to the music with surprise performances from their favourite artists.

Our brand campaign documented real friends over a summer of music with Rockstar, whilst our product comms repositioned Rockstar as the catalyst for unforgettable live experiences.

Impact

‘Where will your can take you?’ gave thousands of music fans access to live music experiences globally. Rockstar’s socials blew up with over 42 million impressions. The campaign gained over $35,000,000 in earned media coverage. And we activated the biggest ever UK festival and music venue partnership between Rockstar and Live Nation. And this is just the start.

Media Mix

Digital, Social, OOH, PR, Activation & Experience