Tennessee connect?

It's not very often that I get to reference Justin Timberlake, in any part of my life, so I jumped at this opportunity to gain street cred and get on Perez Hilton's radar with this post.

Justintimberlake.com has a blog post about Bonnaroo. It's written in a third person voice that references Justin's home state of Tennessee and gives a loose overview of all the topics of note during Bonnaroo.

Regardless, this picture was included in his post. Does anyone know if Rockstar energy drink was a partner last year? Or did they just seed the crowd with free balloons? Their prominance in this picture may not be tag worthy, but it's central to the image. What is your point of view on creative ways of seeding your brand into new communities with limited investment? Check the poll to the right- is the movie poster wrapped RV a cheaters way into branding at a festival or a cunning way to seed your message within a transiet community?

Can we measure the value of this pic being seen by, say 100,000 people?(it's a wire photo) What if only 1 in 50 made the connection of the the star logo to Rockstar?