Rockstar Case Study

Objective:

Rockstar Energy Drink combined forces with SWAT Marketing in the summer of 2006 to further strengthen brand awareness within the youth demographic. The client desired the co-branding of all SWAT sales efforts with Rockstar Energy Drink, to provide exposure of the brand to thousands of travelers, and to incorporate the brand as a main component of the trip experience. In addition, Rockstar requested the creation of a Brand Ambassador team to further assist product sampling, and increase brand recognition within the college demographic.

Execution:

SWAT Marketing incorporated Rockstar into all aspects of the company. SWAT Sales Teams distributed Rockstar at all sales meetings in addition to providing major high school and college events with Rockstar product and promotional gear. Rockstar Energy Drink became the title sponsor for all SWAT spring break and winter trips. SWAT Marketing managed a team dedicated solely to branding all aspects of lodging and venues with Rockstar signage and product.

Additionally, SWAT acquired 180 of the most outgoing, ambitious, highly networked, business-minded socialites throughout the United States and Canada as Rockstar brand ambassadors. These brand ambassadors utilized their network connections to implement innovative marketing strategies and promote Rockstar at tailgates, Greek events, Philanthropies, study sessions; integrating Rockstar throughout collegiate life. Rockstar brand ambassadors were coached by dedicated marketing managers who monitored monthly reports that detailed marketing efforts including photos summarizing product use.

Result:

SWAT and Rockstar are now in their third year of partnership. Through title sponsorship of all SWAT trips and the brand ambassadors program, SWAT Marketing has successfully solidified Rockstar as a household name within the college scene, creating an army of loyal customers.