Music festivals across the UK and Europe were an obvious sponsorship opportunity for Lucozade Energy, a key player in the highly competitive sports and energy drink category driving growth in the £7bn UK beverage market. As key hang-outs for 18-24 year olds, music festivals provided unparalleled access to hipster party machines.

An energy drink needs to behave with energy. To achieve experiential engagement and commitment from the festival-goers, the brand needed to come to life in a highly actionable and memorable way.

To leverage its ‘whatever you do, do it with energy’ brand underpinning, tipping point moments were identified when festival-goers needed some 'oomph' -- just what party-hard fans needed when they needed it. High impact activations injected relevant and meaningful festival experiences. Every touch point encouraged engagement and social amplification, tied in with on-pack and online promotions, to embed the brand within revellers’ hearts, minds and wallets.

• Over 10% of all festival attendees (45,000 consumers) directly engaged with activity.

• Approximately 50% of attendees received 34,000 items of branded merchandise with 190,000 estimated OTS.

• 236,500 samples of Lucozade Energy consumed.

• Independent research showed strong overall impact – driving gains in image and sales.

• Activity generated high recall and positive word of mouth:

- 98% recalled Lucozade Energy festivals activity

- 92% passed on positive recommendation, telling average 10 people each

• Activity generated direct sales:

- 50% of attendees purchased approximately 2 bottles of Lucozade Energy at events

- 69% net increase in purchase intent following the event

Testament to the campaign success: a new collaboration forged between Lucozade and the Snowbombing Music Festival creating a brand experience shared by millions of fans beyond the summer months, with black runs and white-hot parties, solidifying Lucozade Energy as the market leader all year long.