Rockstar Energy Drink Mayhem Festival: 2009 CM&P Award Finalist

The Rockstar Energy Drink Mayhem Festival completed its second year with bigger attendance, explosive shows and overwhelmingly positive sponsor results. The tour attracted a broad range of fans and age groups, ranging from teens to mid-40's. In addition to head-banging headliners like Marilyn Manson, Slayer, Killswitch Engage and Bullet for My Valentine, Mayhem grew the lifestyle festival by broadening its appeal, while maintaining its hard-edged status.


The tour generated major promotional juice via a diverse group of integrated sponsorships. In addition to sampling sponsor products, fans had the opportunity to attend special meet and greets with bands (sponsored by the Hard Rock Café Tampa Casino), get backstage tours (MetroMix) and attend post show private parties (the Harley-Davidson After-Party). More excitement was generated digitally at, among Twitter followers, through a tour-specific YouTube channel and at dedicated Facebook and MySpace pages, all of which contributed to an uptick of 1,100 more tickets sold per show on average and a total attendance of nearly 300,000.

Promoted by Live Nation and produced by John Reese and Warped co-founder Kevin Lyman, Mayhem sets itself apart from other sponsored tours by providing a broad opportunity for fan interaction both with product and bands. Every sponsor deal has some sort of a band integration where bands are conducting meet and greets, backstage parties, off site and in-store events. Every sponsor booth and label tent has a line of anxious fans waiting to get something signed, play video games against artists, or get photos taken with their favorite guitar shredder.