Increase trial and consideration of the brand amongst young adolescents.


Building around the equity of Rockstar, Insiders were encouraged to share Rockstar with their friends, co-students or co-workers, initiating get-togethers to share product samples at home, at work or in their spare time. Short and disruptive games and conversational gadgets, in keeping with the image of the brand, stimulated further conversations and brand engagement.


  • 1mio

    face-to-face reach

  • 9min 25sec

    Average conversation time

  • 105k

    peer-to-peer demo & sampling

  • 505k

    private social media reach