Dive Brief:

• Rockstar Energy Drink is expanding its previously launched "Fuel What's Next" campaign through a partnership with video game PUBG Mobile, according to a press release by parent company PepsiCo.
• As part of the partnership, Rockstar brand ambassador Angus Cloud ("Euphoria") will receive an in-game skin inspired by the actor's fashion sense. Players can compete in the "What's Next In-Game Challenge" over a four-week period to unlock in-game rewards and Rockstar-inspired items, including a motorcycle valued at $38,000.
• To promote the effort, Rockstar will host a livestream event on Twitch that features a performance by rapper Don Toliver. The collaboration points to the multifaceted ways brands can engage with young consumers around pop culture and gaming.

Dive Insight:

PepsiCo's Rockstar Energy is bringing together several cultural threads — gaming, TV, music and fashion — as part of its tie-up with PUBG Mobile, a free-to-play battle royale that has grossed over $9 billion since its 2018 release.

Central to the new effort is Angus Cloud, best known as drug dealer Fezco on HBO's hit show "Euphoria." The "What's Next Set" in-game skin is inspired by Cloud's real-life fashion sense and includes a gold puffer jacket, black hat and sunglasses. The actor first teamed with Rockstar in November 2022, and the latest extention of the "Fuel What's Next" campaign continues to key into shared passion points between brand and ambassador around motorsports, fashion, music and art.

To encourage gamers to engage with the brand in PUBG Mobile, a four-week challenge will give away in-game rewards and brand-inspired items, with a grand prize of a three-wheel Rockstar Energy Polaris Slingshot motorcycle. In addition, Rockstar will host a livestream from the NRG Castle on April 27 that features a performance by rapper Don Toliver. From 7:30 p.m. to 9 p.m PST, fans can tune in and chat to have a chance at winning in-game skin unlock codes, along with other merchandise and gear.

Rockstar Energy last year signed a multiyear agreement to become the exclusive energy drink sponsor of NRG, the most-watched professional gaming organization across platforms in North America. Rockstar's gaming initiatives are in-line with PepsiCo's "always-on" approach to esports.