Aerodeon appointed following success of Lucozade Sport, Michael Owen Euro 2004 campaign in which mobile marketing played a crucial role
· Campaign to take place from February 2005 - June 2005
· Major promotion to involve over 50 million packs
The mobile marketing agency, Aerodeon, today announced that it has been appointed by GlaxoSmithKline to support their latest highly innovative promotion for their Lucozade Energy drink.
GSK were keen to promote their global sponsorship of the World Rally Championship, thus they devised an on-pack competition involving over 50m bottles of Lucozade Energy. The campaign offers consumers the chance to train as a professional rally driver and then make a once in a lifetime opportunity become reality – to take part in the WRC Rally Australia against world championship teams and drivers!
Consumers are invited to text in a keyword found on the Lucozade Energy packs, along with their name and 100 lucky winners will then be selected and taken to a rally school where their skills will be developed and assessed in a series of heats. The top five will go to the WRC event in Finland, where they will race against each other. One lucky consumer will then go through to compete against the professionals in the WRC Rally in Australia in November 2005.
Consumers can additionally enter the competition via post or by logging on to a dedicated micro site. The on-pack promotion is also being supported by ITV1 and ITV2 television coverage, heavyweight outdoor and press campaigns, as well as point-of sale activity including posters and banners.
Andrew Jones, Aerodeon’s Managing Director, says; “This is an extremely exciting promotion, which is sure to capture the attention of Lucozade Energy’s target audience as each heat will build a great sense of anticipation and fervour.”
· Campaign to take place from February 2005 - June 2005
· Major promotion to involve over 50 million packs
The mobile marketing agency, Aerodeon, today announced that it has been appointed by GlaxoSmithKline to support their latest highly innovative promotion for their Lucozade Energy drink.
GSK were keen to promote their global sponsorship of the World Rally Championship, thus they devised an on-pack competition involving over 50m bottles of Lucozade Energy. The campaign offers consumers the chance to train as a professional rally driver and then make a once in a lifetime opportunity become reality – to take part in the WRC Rally Australia against world championship teams and drivers!
Consumers are invited to text in a keyword found on the Lucozade Energy packs, along with their name and 100 lucky winners will then be selected and taken to a rally school where their skills will be developed and assessed in a series of heats. The top five will go to the WRC event in Finland, where they will race against each other. One lucky consumer will then go through to compete against the professionals in the WRC Rally in Australia in November 2005.
Consumers can additionally enter the competition via post or by logging on to a dedicated micro site. The on-pack promotion is also being supported by ITV1 and ITV2 television coverage, heavyweight outdoor and press campaigns, as well as point-of sale activity including posters and banners.
Andrew Jones, Aerodeon’s Managing Director, says; “This is an extremely exciting promotion, which is sure to capture the attention of Lucozade Energy’s target audience as each heat will build a great sense of anticipation and fervour.”
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