Lucozade to take Yes campaign to festivals

Yes

June 16, 2011

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Lucozade to take Yes campaign to festivals

Lucozade, the energy drink brand owned by GlaxoSmithKline, is running experiential activity at six UK festivals this summer to boost awareness of its 'Yes' campaign.

Lucozade: taking its Yes campaign to this summer's festivals

The festival partnership was negotiated by MediaCom, with experiential activity handled by TRO and digital by DAD.

The experiential campaign, called ‘The big yes’, features a large glowing sign spelling out the word "Yes". The sign acts as a centre point for sampling activity from the brand.

Consumers may also use iPads provided in the Lucozade area to access Twitter, and enter competitions to win a festival "glamping" experience.

In addition, consumers will be able spin a giant "wheel of fortune" in the shape of a DJ deck, to win branded products such as tents, ponchos and sunglasses.

The activity will feature at the LED, Rockness, Big Chill, Beach Break Live, Wakestock and Kendall Calling festivals over the summer.

Lucozade launched its ‘Yes’ brand strapline in March.

Topics

Marketing

Experiential Marketing