Rockstar Energy Drink aimed to increase its relevance among Finnish consumers while creating something unforgettable in collaboration with the hottest rap artists in the Finnish music scene. This led to the idea of a concert where tickets couldn’t be bought – entry was only possible via a Rockstar can.
The Rockstar Energy Drink LIVE ’24 concert, held at Nokia Arena in Tampere on May 22, 2024, brought together Finland’s top rap artists, from veterans to newcomers. The campaign’s leading stars were Elastinen, Etta, and Cledos, with additional artists revealed weekly. The final two artists remained secret until the concert to maintain the element of surprise.
Participating in the ticket lottery was simple: consumers had to buy a Rockstar Energy Drink, upload a picture of it to the raffle form on the campaign’s landing page, and hope for the best. Over the course of two, we awarded tickets to 10,000 lucky winners, and the number of participants was even higher – nearly 70,000 images were uploaded!
The multi-channel and multi-level campaign didn’t go unnoticed during the spring. We dominated TV, social media, and outdoor advertising with the Rockstar brand, and even took over the entire Nokia Arena on the day of the event.
The concert experience was a major success, and the campaign results tell the same story: 8,000 attendees at the live show and over 1,000 post from the event, generating 6.6 million organic views on Instagram & TikTok.