Create and manage Rockstar’s activation of their title sponsorship of the 2009 Rockstar Energy Drink MAYHEM Festival, with the priority goal being to sample as much product as possible to event attendees.


  • Staffed and managed 2 local brand ambassadors in 27 US cities as well as 6 full time traveling brand ambassadors, 1 bus driver, and 2 semi truck drivers
  • Purchased and wrapped one traveling promotional ATV; leased 1 45’ tour bus, 1 refrigerated semi truck, and 1 standard semi truck; designed graphics and installed partial wrap on tour bus, designed graphics and installed full wrap on semi truck
  • Created online contest for daily winners at each event date as well as daily viral online videos, photos, and blogs for Twitter, Facebook, and Myspace
  • Designed, manufactured and distributed retail POS to participating promotional partners


  • Executed entrance, event, and exit sampling of 510,000 cans in 27 cities across the US
  • Ratio of nearly 2:1 cans sampled per attendee
  • Implemented retail program which included incremental case buy and display space at AM/PM and BP stores in over 1,200 retailers with a national sweepstakes overlay