Rockstar Energy
(Pepsi Co)
Client and Project: Rockstar Energy - “ЯReboot”
Output: Creative Concepting
Completed at United Entertainment Group
Rockstar needed an always-on partnership to help drive brand relevance and association amongst the gaming community.
The Challenge
To break into the gaming space and capture attention, Rockstar needed an idea that would bring something new to the gaming community and stand out against major competitors such as Red Bull and Monster who have invested heavily in gaming and have built strong ties with the community.
The Strategic Approach
During the time of this brief Twitch had doubled down on non-gaming content to grow its audience base and broaden its potential, with its most popular channel being ‘Just Chatting’ (JC). The JC channel creates a space for Twitch’s most popular gamers to interact with fans without gaming through events, discussions and active communities geared towards all of the other areas of culture relevant to gamers.
As social distancing widened within the heights of the pandemic, the growth of JC was fueled as many of the biggest gamers on Twitch saw significant drops in their viewership, while JC rose in both profile and popularity rivaling the platform’s most popular gaming categories including League of Legends and Grand Theft Auto V.
In addition to the rise in popularity of Just Chatting, celebrity gaming made up some of the most watched gaming content across both Twitch and Youtube. However, although content collaborations between gamers and celebrities continued to gain popularity, there had yet to be a brand that fully owned the space and consistently produce the content that gamers desired.
Our opportunity was to bring to life Rockstar Energy’s ‘Fuel Every You’ brand tagline by bridging the gap between gamers and the rest of pop culture to show how the brand fuels the many interests, passions and hobbies of the multidimensional gamer.
The Work
We created a new gaming content series, ‘ЯReboot’ on Twitch’s Just Chatting channel hosted by gamer, content creator and Twitch streamer Niki Nihachu. The episodes featured special guests (influencers, content creators, streamers) to chat about future innovations, insider gaming knowledge, and a variety of topics that matter most to Niki and her Twitch audience.
The series kicked off with episode one that focused in on gaming. Niki and guests spoke about their favorite games from the past and which ones ignited their passion for gaming. Mary Udofia, Stream & Content Manager for Black Girl Gamers joined Niki to chat about what her group stands for, and what it means to see a more inclusive group of people on Twitch. Gee Nelly, a gamer and Twitch streamer with a keen interest in fashion and design, sat down to discuss future trends and designs in avatars’ clothing, and shared some of the most impressive tech in the metaverse.
ЯReboot successfully lead Rockstar closer to its goal of delivering new levels of energized conversation around music, sport, food, community and fashion, with noteworthy guests.
