Energy drink Rockstar has this week launched ‘Press Play’, a new music-focused global platform that aims to ‘re-energise’ its brand positioning.
The platform will be kicked-off with an in-app concert experience in partnership with Spotify, as the PepsiCo-owned soft drink enters the music space.
In addition to this, a ‘digital experience’ will launch this summer with online and OOH activations supporting a series of partnerships with several chart-topping artists.
“We are thrilled to officially announce the global launch of ‘Press Play’ and be the first brand to bring a unique gig like this to our fans globally with the support of Spotify, a leader in the music streaming industry,” PepsioCo vice-president of international beverages marketing, Bart LaCount said.
“With our ‘Press Play’ platform, we are committed to delivering the boost needed to be your best self and do the things you love. The Spotify partnership and upcoming digital events illustrate our commitment to this mission, as it will set up music fans for an unforgettable experience.”
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Fans will also be given the chance to win six-month free Spotify premium subscription codes by buying Rockstar Energy cans from selected retailers across the EMEA region.
Spotify head of international sales, Kristiana Carlet added: “Rockstar’s latest campaign shows what’s possible on Spotify with our innovative tech.
“With Spotify, Rockstar is transforming the way brands can connect and reach their audiences by building such a creative and engaging experience that reimagines how we can connect with artists.
She continued: “We’re focused on personalisation, discovery and interactivity at Spotify, and are thrilled that Rockstar chose to work with us to bring their latest campaign to life.”
