CANNES, France—Energy drink Rockstar is set to enlist a number of musicians as brand ambassadors to grow its consumer base. The first has been revealed as Mercury Prize artist Stormzy, who will headline the main stage for its digital, in-app concert experience.
The PepsiCo brand will premiere its in-app concert experience on Spotify with its Rockstar “Press Play” concert led by Stormzy.
“Press Play” is the new brand platform featured during the performance. By clicking the “Press Play” icon, viewers can navigate between immersive worlds that use both artificial intelligence and augmented reality to feature artists’ content.
The “Spotify Stages” platform, which was launched in May, is an initiative that PepsiCo had previously run only in the U.S.
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