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Rockstar Energy Drink Launches Largest Game Promotion to Date with Custom Gears of War 4 Cans

The Gears of War franchise has inspired many artists over the years to create their own interpretations of the series’ iconic art style, and this Autumn, Xbox UK is partnering with one of the world’s most popular energy drink brands to deliver something special for fans. Today, Rockstar Energy Drink and Xbox UK unveiled the Gears of War 4 collector’s edition can featuring an original design by artist Jesse Hernandez who was inspired by the blockbuster videogame franchise.

Jesse was hand selected by the Coalition and Rockstar Energy to capture the authentic vibe of both brands. The design will feature on cans of Rockstar Energy Original available at retail stores across the UK this Autumn

“The universe of Gears is all its own; both the game world and the art that it’s inspired,” said Mike Rapson, Xbox Games Category Manager. “For over 10 years, Gears has been fortunate to collaborate with many of the artists we admire including and most recently tattoo artist Steve Soto, comics legend Tony Moore (The Walking Dead, Batman), composer Ramin Djawadi (Iron Man, Game of Thrones), and hip-hop duo Run the Jewels. The Rockstar Energy programme allowed us to develop relationships with a wide range of new artists over the past year, and we’re proud to include Jesse to the Gears family.”

Starting on October 1, you’ll be able to Gear-Up and collect under-the-tab codes found on any collector’s edition can. Every code entered at GEARS4.ROCKSTARENERGY.COM unlocks exclusive in-game content inspired by the collector’s edition art and also earns entries for the chance to win over 500 prizes including Xbox One S consoles and games.

“Fueling the passions of consumers has always been at the core of Rockstar Energy Drink.  In partnership with the Gears of War franchise, together we are bringing fans a range of authentic content to enhance their gaming experience. We’re excited for fans to start Gearing Up,” said Jason May, EVP of Marketing at Rockstar Energy Drink.

Finally, fans of the artwork can download desktop wallpapers for their PC, tablet or mobile device from xbox.com.