Bridging Heritage and Innovation
Project Ask
Authentically connect with LA's diverse communities while expanding market presence.
Client
PepsiCo Energy
Location
Los Angeles, CA
Deliverables
Experiential Activation. Marketing Strategy. Partnership Management. Talent Management.
Our Role
In a city where food and culture intertwine, ID Agency orchestrated a masterclass in cultural convergence during Super Bowl weekend. Recognizing that Los Angeles' culinary scene represents the ultimate hustle story, we didn't just book celebrity chefs, we crafted a narrative that transformed Rockstar Energy's presence from sponsor to cultural curator.
By securing culinary innovators Jon Shook and Vinny Dotolo, we tapped into the raw authenticity that defines LA's food scene. Our talent management team worked closely with the duo to weave their journey from food truck hustlers to culinary kingpins into Rockstar's brand story. This wasn't just event production but cultural storytelling at its finest.
From negotiating the perfect venue to crafting media moments, every element was choreographed to elevate the brand while maintaining street credibility. Our team's celebrity engagement and talent management expertise was elevated through in the seamless integration of high-end culinary experience with authentic brand positioning.
The Challenge
Rockstar Energy Drink faced a critical moment in 2022 as it sought to authentically connect with LA's diverse communities while expanding its market presence. In a landscape where competitors heavily invested in cultural marketing, Rockstar needed to move beyond traditional energy drink marketing and simultaneously establish genuine cultural relevance across multiple audience segments. The brand required a sophisticated approach that could resonate with Hispanic/LatinX communities, gaming enthusiasts, and sports and street culture fans– all while maintaining authenticity in each space.
The complexity lay in increasing brand awareness and establishing Rockstar Energy as a legitimate leader in LA's cultural conversations. This demanded an intricate balance of building credibility within discerning cultural communities, managing diverse stakeholder relationships from street artists to soccer clubs, and creating cohesive narratives across multiple cultural touchpoints. With the addition of the brand's first-ever equity partnership, the challenge expanded to include high-profile talent management while maintaining authentic community connections. Success would require an agency with both deep community relationships and proven cultural marketing expertise that could execute integrated campaigns at scale while preserving the authentic voice of each community.
The Solution
ID Agency developed a comprehensive cultural marketing strategy that transformed Rockstar Energy from brand sponsor to cultural curator. The approach centered on creating authentic connections through carefully orchestrated activations that leveraged the agency's deep relationships within LA's diverse communities. The agency wove Rockstar into the fabric of LA's cultural landscape by identifying and activating key cultural touchpoints, from culinary partnerships with Jon and Vinny to street art collaborations with Nevermade and Defer.
The strategy was anchored by the brand's first equity partnership with Angus Cloud, managed end-to-end by ID Agency. This partnership provided a through-line connection between gaming, streetwear, and motorsports audiences. It was complemented by community-focused initiatives like installing the LAFC supporter section and the Mercado project, demonstrating a long-term commitment to local culture. Each activation was designed to build upon the others, creating a multilayered presence that felt organic to each community while maintaining consistent brand messaging.
By focusing on authentic cultural integration rather than traditional sponsorship, ID Agency helped Rockstar Energy establish meaningful connections that resonated across demographic lines while maintaining credibility within each community. The result was a series of interconnected campaigns that drove brand awareness and genuine community engagement.
The Results
The integrated campaign delivered measurable success across multiple touchpoints: 11 endemic media placements for the NRG partnership, generating 1.4 million impressions, consistent coverage in premium publications, including Forbes and Hypebeast, and 200+ attendee events that created authentic community engagement. The LAFC stadium installation secured a season-long brand presence in front of the passionate 3252 supporter section. At the same time, the Aguas Frescas campaign resonated deeply with GenZ and Millennial LatinX audiences through authentic cultural storytelling.
Most significantly, ID Agency's management of Rockstar Energy's first equity partnership with Angus Cloud created genuine cultural moments across gaming, streetwear, and motorsports communities. From the electric atmosphere at ComplexCon to the adrenaline-fueled Formula Drift activation, each touchpoint generated organic buzz while maintaining authentic connections.
"The Formula Drift experience perfectly captured what we were trying to achieve," noted Fredric Aasbo, four-time Formula Drift Champion. "Having Angus there wasn't just about celebrity presence – it was about sharing a real passion for motorsports with fans and creating genuine moments that resonated with our community."
Beyond metrics, the campaign's success was evident in the cultural conversations it sparked and the communities it united. Rockstar Energy evolved from being perceived as just another brand trying to tap into LA culture to becoming a legitimate participant in the city's cultural landscape – a transformation made possible through ID Agency's deep understanding of authentic community engagement.
LA Takeover Mercado: Amplifying Authentic Voices
When tasked with connecting Rockstar Energy to Hispanic and LatinX audiences, we didn't just reach out to influencers – we activated cultural ambassadors. Our deep understanding of LA's diverse communities enabled us to curate a dream team of voices that resonated beyond mere influence metrics. Through our established relationships within LA's street art community, we secured two of the city's most respected artists – Nevermade and Defer – whose authentic connection to local culture and distinctive artistic styles perfectly embodied the spirit of the Mercado project.
Through strategic influencer selection and careful story development, we transformed what could have been standard promotional content into authentic cultural conversations. Our team's expertise in cultural marketing wasn't just about checking demographic boxes, it was about creating genuine connections that sparked organic engagement.
The magic lay in the details: briefing talent to share genuine stories, facilitating natural interactions, and ensuring that every piece of content felt true to the brand and the culture it celebrated. This wasn't influencer marketing, it was a cultural conversation at scale.
Impact Metrics
16 high-profile influencer attendees
Coverage in premium lifestyle media
Strong community engagement metrics
One by One LAFC Activation: Building Legacy Through Art
In the intersection of sports culture and street art, we found an opportunity to create something permanent. The evolution of the One-by-One Campaign into a physical installation within LAFC's stadium demonstrated our ability to transform temporary campaigns into lasting cultural touchpoints.
Our team orchestrated a delicate dance between multiple stakeholders—from stadium operations to supporter groups—to ensure the installation honored the club's culture and Rockstar's brand identity. This wasn't just about securing wall space but creating a cultural landmark that resonated with LA's most passionate soccer fans.
By combining Estevan Oriol's iconic visual style with the raw energy of the 3252-supporter section, we created more than artwork, we built a bridge between brand and community that will endure for seasons to come.
Aguas Frescas Campaign: Where Heritage Meets Hustle
Understanding that authenticity can't be manufactured, we approached the Aguas Frescas to launch through the lens of cultural celebration rather than mere product promotion. Our strategy didn't just tap into the Hispanic and LatinX markets, it embraced and elevated the community's voice through carefully curated partnerships.
By bringing together the street fashion sensibility of BellaDona's Lala Romero, the viral appeal of Mexican Gueys, and the cultural commentary of Frankie Quinones' Cholofit Creeper, we created a cultural ecosystem where the product became part of the community's story. This wasn't influencer marketing by numbers, it was cultural storytelling through authentic voices.
Our team's deep understanding of cultural nuance transformed what could have been a standard product launch into a celebration of Latino culture. Each piece of content was crafted to feel like a natural extension of the influencers' existing narratives, making Rockstar Aguas Frescas feel less like a new product and more like a new chapter in an ongoing cultural conversation.
Impact Metrics:
Strong engagement among GenZ/Millennial LatinX audiences
Authentic content creation and distribution
Enhanced brand credibility in target communities
NRG Sound Series: Gaming Culture Amplified
In the high-stakes world of gaming and entertainment, authenticity is currency. Our partnership announcement between Rockstar Energy and NRG didn't just make noise—it created resonance within the gaming community. Understanding that gaming culture is about more than play, we crafted an activation that celebrated the lifestyle and energy of the scene.
The NRG Castle became more than a venue; it transformed into a convergence point where gaming culture met brand experience. Our team orchestrated a delicate balance of endemic media engagement and influencer participation, ensuring that every aspect of the activation spoke the language of the gaming community.
This wasn't just another brand entering the gaming space, it was a strategic integration that respected and elevated gaming culture while creating meaningful connections between brand and audience.
Impact Metrics:
11 endemic media placements
1.4 million impressions
3 media outlets in attendance
8 gaming influencers participated
Rockstar x LAFC Watch Parties: Community in Action
When we set out to extend the LAFC partnership beyond the stadium, we knew that success would be measured not just in attendance numbers but in the authenticity of the experience. By selecting Brooklyn Pizza in Boyle Heights as our venue partner, we didn't just find a location – we tapped into a community hub that embodied the spirit of Los Angeles soccer culture.
Our activation strategy transformed away matches into community celebrations, beautifully blurring the line between brand activation and authentic fan experience. The expertise of our event team shone through in the details. From the positioning of viewing screens to the timing of product sampling, every element was choreographed to enhance rather than interrupt the natural flow of match-day energy.
This wasn't just about watching soccer—it was about creating a home for the passionate LAFC community when their team played away while seamlessly integrating the Rockstar brand into authentic moments of connection and celebration.
Impact Metrics
200+ attendees per event
Significant social media content generation
Strong community participation
Enhanced brand presence in key neighborhood
Angus Cloud Partnership: Authenticity in Action
In a groundbreaking move for Rockstar Energy Drink, ID Agency managed the brand's first-ever equity campaign by leading all facets of Angus Cloud's participation throughout the year-long partnership. This wasn't just another celebrity endorsement, it was a carefully crafted collaboration that showcased our ability to manage talent across multiple touchpoints while maintaining authenticity at every turn.
Our talent management expertise was evident during the Los Angeles commercial shoot. Our team managed every aspect of Angus's participation, ensuring a seamless production that captured his natural charisma while meeting brand objectives. By understanding talent dynamics and brand needs, we created an environment where authentic moments could flourish within a structured commercial setting.
The partnership's success lay in our ability to identify and execute strategic activations that aligned with Angus's genuine interests. At the NRG Castle gaming event, we transformed what could have been a standard appearance into an organic integration of gaming culture and celebrity presence. Our role in managing Angus's participation in his first-ever apparel collaboration with Billionaire Boys Club for ComplexCon demonstrated our ability to navigate complex creative partnerships while maintaining brand authenticity. When Angus surprised hundreds of lined-up fans at ComplexCon, the moment resonated because it felt genuine, a testament to our understanding of creating meaningful fan interactions.
Recognizing Angus's passion for motorsports, we leveraged our deep relationship with Formula Drift to create an unforgettable experience. Pairing him with three-time champion Fredric Aasbø wasn't just a photo opportunity but an adrenaline-fueled moment that delighted fans while generating authentic content. By putting Angus in the passenger seat with Aasbø, we created a surprise and delight moment that resonated with fans and drivers while allowing him to experience the thrill firsthand.
Project Gallery
