Rockstar Energy Drink utilised creative DOOH – including an AR token hunt and an interactive Media Wall – to build hype for their first-of-its-kind digital concert experience headlined by global superstar, Stormzy.
The virtual performance transported audiences into five vibrant realities through innovative technology, showcasing Rockstar’s new brand platform, “Press Play,” which aims to provide fans with the ultimate boost they need to transition seamlessly from work to play.
Amplifying the experience in the real world, the out-of-home campaign for Rockstar launched across major cities worldwide including London, Copenhagen and Liverpool.
Working in collaboration with Ocean, SmartMedia Tech, Grand Visual and Talon, an AR token hunt invited passersby to engage to win on the spot prizes and sample the Rockstar product range in Liverpool, Manchester, Brighton and Cardiff.
Activity also included an interactive execution – produced by Grand Visual and Ocean Labs – on Ocean’s Liverpool Media Wall allowing users to choose the world they were experiencing.
Buzz for the digital concert was further built with an Outernet Now Trending domination and showstopping creative on Ocean’s BFI IMAX.
Rockstar’s ‘Press Play’ Concert premiered on Spotify, captivating worldwide fans with an electrifying showcase of Stormzy’s latest album hits. The in-app digital concert experience took viewers on a thrilling journey through four distinct worlds, enhancing the live performance on the main stage.
Internationally acclaimed artist Stormzy commented: “Collaborating with Rockstar to bring this performance to life has been an incredible journey. From wearing the motion-capture suit to witnessing my avatar command the stage in five worlds, it has been a project that has pushed boundaries since the start. I hope it ignites the same energy and excitement in my fans as it did in me.”
All the Rockstar “Press Play” performances are available to stream until August 4 2023 on Spotify or YouTube for the BSL interpretation.
Production Credits
Grand Visual, Ocean Outdoor, Ocean Labs, SmartMedia Technologies, Talon