Rockstar Energy, the third biggest energy drink brand in the world and the last non-corporate owned energy drink on the market – chose to sponsor Snowboxx 2016 in order to give its consumers a taste of what it’s like to party like a Rockstar. When you think of rockstars, your mind is instantly drawn to The Rolling Stones, Jimi Hendrix and Gun’s n Roses! The definition of partying like a ‘rockstar’, as stated by the Urban Dictionary – is where ‘ someone can stay up and party hard all night long’ – so when you see Rockstar Energy sponsoring a winter music festival offering consumers the opportunity to party like a ‘rockstar’ you wonder why and how they can do so? With top performing DJs and live artists such as Stormzy, Sigma, Paul Woolford, Mella Dee and Grandmaster Flash – everything from the heaviest grime, hip hop and house could be heard at over 1800ft. The event plays host to some 4,000 adrenalin junkies who turn up for great powder and equally great music artists. The weeklong winter event is set in the heart of the Alps in one of France’s premier skiing resorts, Avoriaz. A great case study in how to leverage rights and effective sponsorship can be seen with Rockstar Energy’s recent sponsorship of Snowboxx 2016. It is leverage that provides the results. When you buy any sponsorship package you are buying an opportunity – not results. Buying sponsorship rights is only the half of it. Notably, sponsorship gives a brand a dominant platform for leverage however, if you want to invest – you have to make your investment work. There are many persuasive reasons why sponsorship is worth the money.
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