Today is Dwayne "The Rock" Johnson's birthday, and before his fans have had a chance to send him happy wishes, he's delivered a present to them, the "Rock Clock," a motivational alarm clock app designed to help them achieve their goals, with daily videos of encouragement.
The app is the latest initiative out of Project Rock, the lifestyle brand Mr. Johnson debuted in March with Droga5 and WME/IMG. "Time to not only set our goals together, but we gon' hold each other accountable for accomplishing them, too," he teased last week on Instagram.
The mobile app, available for iOS and Android, extends the Project Rock mantra, built on the idea of helping people "chase greatness and achieve greatness," said Dany Garcia, Mr. Johnson's longtime manager and founder of talent and media management company The Garcia Companies.
The "Rock Clock" invites users to input their goals and mark a completion date for each. It also features 25 different alarm tones, all curated by Mr. Johnson and some of which feature his own voice and sense of humor.
In one, for example, he sings awkwardly to acoustic guitar: "Good morning, sunshine! Yeah, that's what The Rock just said. Open your eyes, and get your candy ass out of bed." In another, he just says, repeatedly, "Ring, ring," getting increasingly menacing with each repetition. In a few others he mocks sleepers-in by calling them "Jabroni." Popularized by The Rock, "Jabroni" is a riff off the term "jobber," a wrestler who loses just to make his opponents look better in the ring.
Key features also make it unique to The Rock's "all-in" mentality. For one, it doesn't have a snooze button. "We were trying to work out how to make a snooze button work when it was actually Dwayne who said, 'Fuck, there shouldn't be a snooze button,'" said Droga5 Global Alliance Director Nick Phelps.
Users also have the option to wake up at "Rock Time," synchronized to when Mr. Johnson wakes up each morning (warning, this can be as early as 3:50 a.m.) and every day, Mr. Johnson will deliver an ephemeral personalized video message, Snapchat-style, to help give fans that extra push. "He controls the master app," said Ms. Garcia. "When they wake up, [the message] will be there and will be gone in 24 hours. If you snooze, you lose."
"Project Rock" debuted earlier this year with a branded Under Armour Bag that sold out in 10 days.