With pandemic-weary Vietnamese consumers desiring a return to in-person events, Rockstar hosted a 3D, holiday-themed light and music party that featured an online component — allowing for broad appeal, maximum exposure, and, most importantly, stellar business results.
Objective
In the fourth quarter 2021, Rockstar Energy Drink — a premium and modern brand originating from the U.S. — made its entry into the Vietnam energy drink market just as the COVID-19 pandemic was on the decline there. The brand targeted the northern region of the country as the first area to compete with the more established Red Bull brand, which was focusing its efforts on the southern region.
However, 2021 was a particularly challenging time for the Vietnamese people, particularly those in the Northern region. With COVID-19 dissipating but still present, these individuals were wary of social interactions and crowded spaces. Rockstar's objective was to break through apprehensions and make a memorable mark in a new market dominated by established players.
Context
In Northern Vietnam, reaching a wide audience is essential for a successful product launch, but it's not enough for enduring success. The challenge lies in connecting with an audience that values outdoor activities and authenticity while leveraging digital channels.
To address this, Rockstar created a 3D, holiday-themed, out-of-home light and music party, combining audience insights and brand relevance to offer an authentic experience. Taking place in Hanoi, the event used cutting-edge visuals, music, and sensory elements to position Rockstar as an innovative brand that pushes boundaries.
This high-quality event reflected Rockstar's dedication to creating top-notch products and experiences tailored to their audience's preferences. Today's consumers seek unique engagement opportunities, so Rockstar blended physical and digital experiences, ensuring the brand's authenticity remained undiminished, even during the pandemic's challenges.
Target Audience
The main focus for this event was members of generation Z and millennials, who have a strong inclination toward digital media. Yet, their desires in the post-COVID world showed that — despite their affinity for all things digital — they were in pursuit of authentic, in-person experiences. To capture their hearts, Rockstar's key strategy was to focus on delivering the most genuine content through digital platforms during the event, spreading Rockstar's vibe and attracting more participants.
Creative and Media Strategy
The creative and media strategies aimed to captivate the target audience by emphasizing authentic experiences and utilizing popular channels. The media strategy harnessed the power of TikTok influencers, livestreaming, and 3D mapping technology to engage audiences effectively, especially the younger demographic. The campaign adapted in real-time, optimizing content based on audience interactions. Different strategies were chosen for various markets to cater to regional preferences, ensuring the message resonated with diverse audiences and maintained its authentic appeal.
To generate the peak awareness for the campaign, Rockstar rolled out the activation in three distinct phases.
Phase 1: Curate
In this stage, Rockstar strategically positioned itself as the energy drink of choice for endurance and perseverance. Extensive awareness was generated by reaching out to diverse communities through PR, media, and social platforms.
Phase 2: Conversation
The brand utilized a variety of digital channels, influencer collaborations, and user-generated content to create excitement and attract participants. Organic Facebook and Instagram stories were used to foster a sense of community and social proof of the brand's appeal.
Phase 3: Convert
Renowned Vietnamese musical artists Toc Tien and Justa Tee — who each exemplified endurance and perseverance in their own way — performed in the show. Fifty influencers were invited to experience the event alongside offline audiences, creating diverse and authentic content. This encompassed prime time shows, digitally interactive 3D visual mapping games, and DJ performances.
Rockstar harnessed the power of social media and livestreaming to continuously engage with consumers online, making them part of the event digitally through the brand's mobile app. Both in-person and online, audiences were transported to a New York City-based Christmas party. Musical performances included light features that highlighted popular Vietnamese landmarks, which were projected onto one of Hanoi's signature buildings.
The success of the campaign was centered in its focus on mobile technology. It effectively leveraged the Rockstar mobile app to enhance user engagement and create an authentic experience. Via a 3D performance, the audience was made an integral part of the show. The more the crowd engaged with the event on the Rockstar app and via in-person buttons, the more the lights brightened, and the music got louder. The app not only provided audiences with comprehensive event information, but also offered them a real-time and thrilling experience during the event — allowing them to truly be a part of the show and linking both the online and in-person audiences.
Rockstar's 3D Visual Mapping and Music Party, launched during Christmas, not only introduced the brand to a new audience for the first time, but also provided consumers with a multi-sensory experience that fulfilled their desire for in-person events following a tough couple of years living through the pandemic. Through a blend of modern technology, interactive 3D mapping visuals, and music, the event celebrated the "new normal" and allowed attendees to indulge in a captivating experience
The Rockstar Interactive Party's success was driven by a consumer-centric approach, resulting in remarkable outcomes included:
These results reflect the campaign's audience-centric strategy, consistently surpassing benchmarks across platforms. Consumers embraced the campaign with enthusiasm, drawn to its immersive prime time events, interactive 3D visual mapping games, and DJ performances. This highlighted the significance of a well-targeted social media strategy over mass appeal, establishing a fresh benchmark for future marketing endeavors.
