In September 2024, Allied orchestrated an electrifying partnership between Rockstar Energy Drink and Capcom at TwitchCon San Diego, creating an integrated experience that was truly next level. The event collaboration brought together two powerhouse brands in an innovative way that leveraged mutual strengths and engaged the passionate communities of both parties.

The Integration

Our Allied Global Marketing gaming team integrated Rockstar Energy into Capcom's footprint at TwitchCon via co-branded wall art and streaming overlays, an interactive Rockstar Energy sticker wall, a Rockstar Energy entrance arch, and multiple sampling stations where visitors could grab an ice cold can of Rockstar Energy to enjoy while they kicked back and enjoyed the festivities.

Capcom and Rockstar Energy also built a photo scavenger hunt for fans, hosted community meet ups with free Rockstar Energy goodies, and produced live streams of Capcom's highly-anticipated game Monster Hunter Wilds.

At night, Rockstar Energy served up custom Monster Hunter inspired drinks at Capcom's exclusive Creators Mixer event. The event featured an interactive activation with the influencer crew of Full Squad Gaming and a co-branded photo booth experience for attendees. Over 300+ influencers and press joined the party, which drove digital engagement and excitement for the partnership. This was further amplified via collaborative social media posts between the two brands before and during the convention. 

Key Learnings

Several important takeaways emerged from this marketing partnership:

• Authenticity Matters: Rockstar Energy's brand was presented as a fan and partner who understood the community, the franchise, and how to provide value to gamers. This was accomplished first and foremost through their integration into Capcom's existing booth, with thoughtful placements and organic plus-ups. Rockstar Energy felt like a natural part of the gaming culture rather than a forced addition. This authenticity helped in enhancing the overall experience and resonated well with the audience, strengthening brand loyalty and perception.
• Targeted Placement is Key: Rockstar Energy gained optimal brand visibility through priority positioning in high-traffic areas and peak interest points within Capcom's booth.
• Leverage Cross-Promotion: We amplified the reach of the partnership through online engagement strategies on various channels before and during the convention. Utilizing the combined marketing power of Rockstar Energy, Capcom, and Monster Hunter resulted in increased booth traffic and social media buzz.
• Community is Crucial:  Rockstar Energy knew the power that the Capcom community would bring if they approached them as fans and supporters, which they did by championing their passion during organized community meet ups. This tapped into the natural draw of TwitchCon and further amplified the on-site and digital reach of the partnership.

An Innovative Approach to Event Partnerships 

By turning a conventional event sponsorship into an immersive co-branded experience, our Rockstar Energy Drink x Capcom partnership at TwitchCon set a new benchmark for what is possible in the realm of experiential brand partnerships. At AGM, we pride ourselves on driving innovative and results-oriented programs that not only meet but exceed client expectations. Want to learn more about our approach? Get in touch.