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Craig David at an event for Rockstar

The Brief

Rockstar needed to authentically connect with Gen Z, the largest consumer demographic for energy drinks in the UK to increase awareness and break into the top three category.

The Strategy

Recognising music as a top passion for Gen Z, the brand partnered with Live Nation Festivals UK. From a PR perspective, we understood that we needed to elevate this partnership by enhancing the festival experience to authentically connect with our audience and get media cut-through.

The Execution

To engage our target Scottish audience, we seised a moment of lull at TRNSMT festival to deliver a once-in-a-lifetime experience for music fans.

On the festival's fairground dodgems, Craig David and Wes Nelson joined attendees for a ride before surprising them with an unforgettable live performance - right on the dodgem track! Content was captured and seeded on key consumption channels.

Craig David and Wes Nelson at an event for Rockstar

137+ Media Impressions

91% Increase in brand awareness

National broadcast coverage

Drove 1,000+ follower growth on socials

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Craig David and Wes Nelson's Daily Record exclusive after surprise TRNSMT performance - Daily Record

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Craig David performs Rockstar Energy Drink surprise gig at TRNSMT dodgems
- STV News

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FILL YOU IN TRNSMT’s first secret act revealed as chart legend surprises fans with shock performance
- The Scottish Sun

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TRNSMT fans surprised by Craig David and Wes Nelson as duo make appearance at Glasgow Green - Glasgow Live

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