Creative DOOH Amplifies Stormzy’s Digital Concert
Rockstar Energy Drink utilized Creative DOOH – including an AR token hunt and an Interactive Media Wall – to build hype for their first-of-its-kind digital concert experience headlined by global superstar, Stormzy.
The virtual performance transported audiences into five vibrant realities through innovative technology, showcasing Rockstar’s new brand platform, “Press Play,” which aims to provide fans with the ultimate boost they need to transition seamlessly from work to play.
Amplifying the experience in the real world, Grand Visual launched Out of Home viewing opportunities for Rockstar across major cities worldwide, including London, Copenhagen, and Liverpool. Working in collaboration with Ocean Outdoor and SmartMedia Tech, an AR token hunt invited passersby to engage to win on the spot prizes and sample the Rockstar product range in Liverpool, Manchester, Brighton, and Cardiff. Activity also included an interactive execution – produced by Grand Visual and Ocean Labs – on Ocean Outdoor’s Liverpool Media Wall allowing users to choose the world they were experiencing, alongside a full station domination at Liverpool Lime Street station with JCDecaux. Buzz for the digital concert was further built with an Outernet Now Trending domination and show-stopping creative on Ocean’s BFI IMAX.
Rockstar’s ‘Press Play’ Concert premiered on Spotify, captivating worldwide fans with an electrifying showcase of Stormzy’s latest album hits. The in-app digital concert experience took viewers on a thrilling journey through four distinct worlds, enhancing the live performance on the main stage.
Internationally acclaimed artist, Stormzy, commented, “Collaborating with Rockstar to bring this performance to life has been an incredible journey. From wearing the motion-capture suit to witnessing my avatar command the stage in five worlds, it has been a project that has pushed boundaries since the start. I hope it ignites the same energy and excitement in my fans as it did in me.”
All the Rockstar “Press Play” performances are available to stream until 4th August 2023 on Spotify, or YouTube for the BSL interpretation.
Credits: Grand Visual, Ocean Labs & SmartMedia Technologies.
