Rockstar Energy has been a leading energy drink brand since its inception in 2001. It’s available in twenty flavors in more than thirty countries and has established history of successful collaborations with gaming brands. Xbox’s fan-favorite shooter Gears 5 and Rockstar Energy share key demographics, and it led to a successful multi-tiered activation.

The global program started with a three month tease through online media, social media, and Gears Ink events. The full partnership kicked off in September 2019 alongside the highly anticipated launch of Gears 5. Six special edition collectors cans featuring unique Gears 5 art, itself a collaboration between Gears 5 developer The Coalition and UK Illustrator Luke Preece, could be bought during the promotion until the program ended on November 31st.

Each collectible can delivered a digital code for consumers to enter online. Each inputed code gave gamers three things: entry into a Gears 5 giveaway, exclusive Gears 5 downloadable content, and a seven day trial of Xbox Game Pass, which is a subscription service that includes hundreds of games, including the full version of Gears 5. Giveaway prizes included a Ford Raptor truck wrapped in Gears 5 art, Xbox One X consoles, and copies of Gears 5.

Select national retailers and convenient store chains offered exclusive retail programs, with each having unique displays for the promotion. The activation was included in several gaming events and was a part of a college tour during the Autumn semester. Additional support came from influencers, published social media content, and other online media hits during the activation.