From the pre-event awareness driven in part by “sharable technology” starting at the registration process, to following players and spectators throughout the CZ experience, the social engagement and media coverage results proved that this highly immersive, technically advanced, brand-centric campaign made its mark in a big way.

Even though the brand had no World Cup rights in Brazil, Lucozade Sport succeeded in having their brand seen, shared and talked about on a variety of key platforms throughout the World Cup time period, showcasing the brand in a highly credible, data driven and creative manner.

Highlights included:

114 pieces of PR coverage

17 million TV and press reach

30 million+ PR reach

7.5 million influencer reach

Importantly, 90% of coverage included the conditions in context of Lucozade Sport, and

100% of coverage included positive CZ brand mentions!

In looking at actual hard numbers related to CZ participants, the event was sold out in 2 days with a total of 1,463 players going through the experience. An additional 300 media attended the launch event. There were 14.5k database sign-ups.

And, data captured at the culmination of the player/spectator experiences showed that 80% of people that participated in the CZ said the activities increased their likelihood to purchase Lucozade Sport products in the next 3 months.” In actual fact, the activity resulted in a 12% uplift in sales from the summer before.

James Young, Sponsorship Manager, Lucozade Sport said:

“Everyone should be very proud of themselves. From idea, through planning right up to delivery, this has been an incredible campaign that has delivered excellent results for Lucozade Sport. The consumer experience, the PR generated and the social content created and ambassador use, shows a thoroughly well thought out, integrated campaign across all platforms.”

Using science and technology to promote the brand was key to this campaign. The target “player” and consumer was young and tech-savvy. The level of innovation, although complex from a development perspective, seamlessly and easily integrated within the campaign and made it engaging for players to enrich their experience.

The very granular level of data that was collected, and shared by players socially, was also used to publicize the campaign with the press. Sweat loss was one data point that was particularly interesting and on brand. We were able to capture that players lost 572 litres of sweat during the CZ competition, reinforcing the difficult conditions the English team would face in Manaus, and the connection between performance, hydration and Lucozade Sport.

Beyond sweat loss, a full-range of “media worthy” statistics was measured, including weight loss, maximum speed, distance covered, time in the ‘red zone’ and high-speed distance. A sports scientist was on-hand to discuss and interpret their results using a tablet-based app.

These statistics were presented in a ‘trump card’ style format - which made interesting and highly shareable content for Facebook to further increase the impact of the campaign via social media.

Post-match, a personalised email was sent to players with a link to access their individual statistics, encouraging them to continue to engage online with Lucozade Sport.

On leaving the experience each player was given a Lucozade Sport tri-bottle and a bottle of product to ensure they continued to re-hydrate on their journey home keeping Lucozade Sport always front-of-mind.