Digital first, broadcast follows – and keep it real (time).To maintain attention levels, record labels release content in activity curves that build momentum delivering records at number 1 on release date. So we borrowed this model to give our campaign momentum: fuelling buzz digitally, rapidly responding to it with more content and peaking with AV channels to drive sales.First we generated buzz digitally about the filming of the ad by inviting UK skaters to feature in the shoot. By giving exclusives to digital influencers for their blogs, we then exposed the film to core fans of the artists involved.

We then promoted our film next to trending content on YouTube. Roadblock launches online and then on MTV and Channel4 built fame with more mass audiences. Finally TV and cinema built frequency and impact.We monitored the campaign daily in real time on social media and quickly adapted plans.

6m YouTube views, a number one single, and +£12m sales.

Sales: Up more than £12m year on year. Lucozade now sells more than Red Bull, Powerade & Monster put together.

Equity: Brand equity soared by over 20%. Lucozade Sport awareness is the highest since tracking began.Social media impact: Lucozade trended on Twitter on TV launch night. Our YouTube channel had 6m views, and we have over 500,000 Facebook fans.Cultural impact: DJ Fresh’s Louder went to Number 1 on the charts and was the biggest hit of the summer. Our remix of Tinie Tempah’s Simply Unstoppable went top 20