Rockstar energy drink front man Angus Cloud has “skin” in the wildly popular gaming platform PUBG Mobile—and he’s willing to share it with others.
Cloud joined Rockstar’s talent roster last fall to appeal to consumers who share his passion for motorsports, fashion, art, skateboarding and video gaming.
Since then, the actor who appeared in the HBO series “Euphoria” has done public activations with race driver Fredric Aasbo, luxury streetwear brand Billionaire Boys Club and an art/skateboard exhibition in Miami that coincided with the Art Basel international art fair.
All were components of the “Fuel What’s Next” Rockstar campaign.
“We’re taking ‘Fuel What’s Next’ into the gaming world, where truly anything is possible,” Sean Bonthuys, senior director of brand marketing for the energy portfolio at PepsiCo, tells Marketing Daily.
“It’s about showing people what’s possible if you focus your energy and pursue your passions.”
An early entrant into the nascent but now oversaturated energy drinks space in 2001, Rockstar positioned itself as a lifestyle brand targeting younger miillennial and Gen Z consumers who represent the “new generation of doers, achievers and superstars."
“We’re not just about fitness or performance. We’re about the lifestyle that surrounds those passion points of those consumers," says Bonthuys.
When people log into the app for PUBG Mobile—which has more than 1 billion global players—they can download and compete in a Rockstar in-game challenge for the next four weeks.
As far as having skin in the challenge, players can download the likeness of Angus to their own profile “and compete with other people in the game as Angus Cloud” as seen in this video.
The first player to beat the challenge will win the grand prize of a Polaris Slingshot high-powered, three-wheel motorcycle valued at $38,000.
To kick things off, Rockstar is hosting a live stream on Twitch tomorrow night in conjunction with NRG Sports with a performance by rapper Don Toliver.