Skip to contentA Surprise Shuttle with Anne-Marie
The Brief
Rockstar Energy Drink partnered with Live Nation as the headline sponsor for six major UK music festivals, including Parklife, Wireless, TRNSMT, Reading and Leeds, and Creamfields. Focused on enhancing the festival experience for Gen Z fans, we worked with Rockstar to select Parklife as a key festival, delivering surprising and exciting moments that elevate the event experience. Our challenge was to make the brand stand out during the crowded festival season, fuelling fans with the energy they need to do the things they love most.
The Insight
Research revealed that the journey to a festival can cause a dull, energy-draining lull before the excitement begins. This provided a key opportunity for Rockstar to bring an unforgettable surge of energy for fans.
The Creative
We launched a stunt-driven campaign that turned the dull festival journey into an unforgettable experience by offering festival-goers a once-in-a-lifetime surprise gig on the Parklife shuttle bus featuring headliner, Anne-Marie.
Unsuspecting passengers, including top tier media and influencers, boarded a Rockstar branded festival-bound bus. Unbeknownst to them, at the final stop before the festival, Anne-Marie hopped on for a 10-minute surprise and intimate gig with some of her most loved singalong hits. This unexpected performance provided fans with the fuel they needed to get pumped up for the day festival ahead.
Shortly after the stunt, we selected our hero shots and put together an engaging video edit to capture the magic of the stunt, which was distributed alongside a post-event press release to national, music, lifestyle and regional media. To ensure we captured the stunt from a social-first perspective, we invited a carefully-curated selection of influencers on the bus to create compelling up-close content of Anne-Marie’s performance.
The Results
PR
- 25 pieces of media coverage including Manchester Evening News, MailOnline, LADBible and Metro
- 1.95M social reach via media publishing social and influencer content
- 80% of all coverage had campaign mentions
- 100% of all coverage had positive sentiment
- 100% of all coverage had campaign imagery
- Shout out in PR Week’s ‘Campaigns of the Week’ round up
SOCIAL
- 17 pieces of social content from the event alone
- 51K+ engagements across social (including influencer content)
- 1.95M+ impressions across social (including influencer content)
- Secured
1.4B
PR reach - Over
1.95M
impressions across socials - Achieved
100%
positive sentiment
“Pangolin transformed our Surprise Shuttle Bus Gig with Anne-Marie at Parklife into an unforgettable experience. Their creativity and attention to detail made a significant impact, energising our brand and engaging festival-goers like never before.”