Designed by integrated marketing agency Billington Cartmell and built by digital agency TangoZebra, the site lets visitors play 'Load it like Lara'.
Users can also take a 'sharpness test', which aims to push Lucozade as a drink that boosts mental and physical performance. A desktop Lara, created by Skinkers Communications, can be downloaded. It will deliver messages at intervals designed to coincide with energy slumps.
The online activity and TV ads support an on-pack promotion, offering prizes such as Tablet PCs and smart roadsters.
David Atkinson, business development director at Billington Cartmell, said: "The web site was always planned to be an integral part of the campaign and its web address is the strapline of the TV commercial.
"We wanted to build the idea of the promotion into a lively online experience for users, which FMCG brands don't often deliver," he explained.
'Load it like Lara' follows Lucozade's two previous outings, 'Gone a bit Lara?' in 2002 and 'Larazade', which ran in 2001.
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