Rockstar Energy Drink will launch its new global brand platform, "Press Play", this summer as the beverage company leans into its music credentials.
The new platform, in partnership with Spotify, encourages fans to “press play” on the music they love through exclusive music partnerships and events. This will be delivered through the Spotify app and Rockstar claims it will provide fans with a “revolutionary in-app concert experience”.
It will launch this summer across Europe and the Middle East with virtual performances set to be announced in due course.
In addition to the Spotify campaign, Rockstar will also utilise online and OOH activations throughout the year, including partnerships with chart-topping artists and the chance to win six-month free Spotify Premium subscription codes by purchasing cans of the energy drink.
“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,” said Bart LaCount, VP International Beverages Marketing at PepsiCo.
“With this 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.”
