- Rockstar Energy Drink is expanding its previously launched “Fuel What’s Next” campaign through a partnership with video game PUBG Mobile, in response to a press release by parent company PepsiCo.
- As a part of the partnership, Rockstar brand ambassador Angus Cloud (“Euphoria”) will receive an in-game skin inspired by the actor’s fashion sense. Players can compete within the “What’s Next In-Game Challenge” over a four-week period to unlock in-game rewards and Rockstar-inspired items, including a motorbike valued at $38,000.
- To promote the hassle, Rockstar will host a livestream event on Twitch that includes a performance by rapper Don Toliver. The collaboration points to the multifaceted ways brands can engage with young consumers around popular culture and gaming.
PepsiCo’s Rockstar Energy is bringing together several cultural threads — gaming, TV, music and fashion — as a part of its tie-up with PUBG Mobile, a free-to-play battle royale that has grossed over $9 billion since its 2018 release.
https://www.youtube.com/watch?v=EDlYSzPRQW8
Central to the brand new effort is Angus Cloud, best often known as drug dealer Fezco on HBO’s hit show “Euphoria.” The “What’s Next Set” in-game skin is inspired by Cloud’s real-life fashion sense and features a gold puffer jacket, black hat and sunglasses. The actor first teamed with Rockstar in November 2022, and the most recent extention of the “Fuel What’s Next” campaign continues to key into shared passion points between brand and ambassador around motorsports, fashion, music and art.
To encourage gamers to have interaction with the brand in PUBG Mobile, a four-week challenge will give away in-game rewards and brand-inspired items, with a grand prize of a three-wheel Rockstar Energy Polaris Slingshot motorcycle. In addition, Rockstar will host a livestream from the NRG Castle on April 27 that includes a performance by rapper Don Toliver. From 7:30 p.m. to 9 p.m PST, fans can tune in and chat to have a probability at winning in-game skin unlock codes, together with other merchandise and kit.
Rockstar Energy last yr signed a multiyear agreement to develop into the exclusive energy drink sponsor of NRG, the most-watched skilled gaming organization across platforms in North America. Rockstar’s gaming initiatives are in-line with PepsiCo’s “always-on” approach to esports.
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