With sampling a priority we wanted festival-goers to experience the product at the most influential times. So we refreshed them with Lucozade:•When they first arrived on-site•At The Energy Exchange: our Lucozade DJ increased their sense of festival anticipation.

•Each morning we hand delivered chilled bottles of Lucozade to their tents, a pick-me-up and overall great start to the new festival day.

•We used Lucozade’s giant YES beacon to provide a meeting point from which to distribute samples and prizes and also to create photo opportunities.

Lucozade’s digital agency uploaded pictures taken by a professional photographer onto Facebook.

200,000 bottles sampled30,000 pieces of branded merchandise handed out225,000 conservative minimum impressionsIn a Wakestock Festival audience survey Lucozade achieved the top score out of 10 high-profile food and drink brands, with 94.5% recall.

‘This campaign took the brand into the heartland of the 18 – 24 music-lover. The outstanding recall stats of the festival-goers reflects activity that was engaging and fun, but more importantly, memorable. Smashing all targets and creating rich content, internally this campaign was considered the single most impactful piece of marketing for Lucozade Energy in 2011.’ - Matt McKie, Senior Brand Manager, Lucozade Energy.