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Rockstar Energy Marketing Strategies

This promotional campaign for Rockstar energy drinks has six key objectives: build brand loyalty; enhance consumer relationships; reinforce the Rockstar brand image; increase website traffic; raise money for charity; and increase sales. The campaign will use strategies like exciting consumer interactions; an innovative promotion with their nonprofit partner; generating buzz; and encouraging repeat purchases to achieve these objectives.

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bilal javed
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16 views2 pages

Rockstar Energy Marketing Strategies

This promotional campaign for Rockstar energy drinks has six key objectives: build brand loyalty; enhance consumer relationships; reinforce the Rockstar brand image; increase website traffic; raise money for charity; and increase sales. The campaign will use strategies like exciting consumer interactions; an innovative promotion with their nonprofit partner; generating buzz; and encouraging repeat purchases to achieve these objectives.

Uploaded by

bilal javed
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Objectives and Strategies

Objectives

 Build brand loyalty for Rockstar energy drinks


 Enhance relationships with Rockstar energy drink consumers
 Reinforce the Rockstar brand image
 Increase traffic to Rockstar energy drink website
 Help raise money for a nonprofit organization
 Increase sales of Rockstar energy drink

Strategies

 Build excitement through increased interaction among consumers and the Rockstar brand.
 Engage consumers brand involvement with Rockstar through a unique promotion utilizing
the existing partnership with Child Find of America.
 Generate buzz through the unique promotion.
 Encourage multiple purchase of Rockstar energy drinks

Summary

 This promotional campaign is designed to reinforce the Rockstar brand and the lifestyle that
it promotes. This is due to the fact that Rockstar is the third largest energy drink globally, so
this national campaign must focus on reinforcing the brand and its image as well as support
and enhance relationships with consumers who are loyal to the Rockstar brand. There is no
need to focus on creating awareness for Rockstar since brand awareness already exists, so
the main goal is to integrate this promotional campaign with Rockstar’s existing campaign
efforts and brand positioning.
Promotional Theme: “Rockstar Revolution”

 The promotional theme of this campaign is “Rockstar Revolution,” which integrates well
with Rockstar’s existing campaign and positioning as the energy drink for those who lead
active and exhausting lifestyles- from athletes to rock stars (Rockstar, 2007).
 The “Rockstar Revolution” promotional theme embodies the brand image of Rockstar and
its consumers. Rockstar consumers are extreme sports and music enthusiasts who are
adventurous risk takers and thrill seekers, always looking to have a good time.
 This theme will resonate with Rockstar consumers and will help to continue building brand
loyalty and enhancing relationships with the Rockstar brand.
 This theme relates to Rockstar’s existing campaign, which includes sponsoring a diverse mix
of music tours and action sports events that are enjoyed by Rockstar’s target audience,
males 18 to 34.
 Additionally, this promotional theme and campaign is integrated with Rockstar’s existing
campaign efforts because it does not attempt to change or interrupt those existing efforts.
The Rockstar brand is very focused on entertainment and events, rather than traditional
national advertising. This promotional campaign will continue to use Rockstar’s
nontraditional approach instead of making a change to more traditional. It is important to
continue this approach because it has gotten Rockstar to the number three position globally
in the energy drink category (Beverage World, 2009, p.10).

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