THE THINKING.

Rockstar wanted to challenge the toxic hustle culture that’s being promoted by other energy drinks, and to shift the focus from working hard to playing hard.

So we partnered with Spotify, our audience’s go-to platform to unwind, and on a Friday at 5pm, invited hard working Brits to PRESS PLAY on a groundbreaking performance by Stormzy.

The event was the first ever interactive concert on the world’s biggest music platform. Users could switch seamlessly between five worlds and five different Stormzys simply by tapping their screen. Every viewer gets a completely unique experience.

Across numerous markets, we saw the most active engagements on Spotify ever, increasing brand awareness and purchase intent. But most of all, by turning Spotify into a unique immersive stage, we encouraged more people to play more and embrace a new kind of energy.