Rockstar: Wild for the Night

Making Rockstar relevant to Gen Z with a culture-forward approach to sampling

‘Wild For the Night” was an influencer-led brand and activation platform to help Rockstar get cans back in the hands of Gen Z.

The essence of the strategy was to reassert Rockstar’s credentials in nighttime spaces. To do so, we partnered with subcultural stars to create our take on a modern tupperware party, turning grassroots gigs, seshes and shows into underground sampling experiences. These micro-activations were then documented and fed back to our hyped up audience cohorts as content, fuelling a Rockstar renaissance.