ABOUT

LEVERAGING SPONSORSHIP OF THE ENGLAND TEAM AT THE 2014 WORLD CUP WITH ENGAGING SOCIAL MEDIA

OUR CHALLENGE: To promote their Fuel to Rule campaign, Lucozade Sport – the official sports drink of the England team – launched the “Conditions Zone”, a purpose built state-of-the-art 5-a-side facility built to simulate the temperatures and humidity experienced by players during the 2014 World Cup in Brazil. As Lucozade Sports’ lead digital and social agency, we worked as part of a multi-agency team to fuel discussion around hydration and performance.

OUR SOLUTION: We first recruited amateur teams who wanted to test themselves to the limit via online display, deployed on grass roots sites and managed their registrations via the Lucozade Sport website. Within the Conditions Zone we worked alongside Lucozade Sports’ experiential agency to manage the tablet registration process for each player, recording their key stats. With the brand’s team of sports scientists, we produced all interface design within the Conditions Zone, displaying pre and post-match data recorded via wearable tech relating to weight, fluid loss and distance covered during the match.

During the tournament we engaged Lucozade Sport fans on Social Media. Working within stringent World Cup guidelines, we developed and published a range of content around conditions and performance, including a range of infographics and videos with all the action from the Zone – complete with drone tour footage.

OUR RESULTS: The Conditions Zone hub we created on the Lucozade Sport website attracted significant visitor numbers within just four weeks. The hub also housed our Conditions Simulator – a tool allowing users to control conditions to see how location, hydration level, game length and play intensity affect performance.

“The Conditions Zone was a bold and adventurous step for Lucozade Sport, and represents a new direction for us as a brand. The campaign really brought our hydration messaging to life and allowed us to deliver smart science messages in a digestible, fun and sharable way. We’ve been impressed by the quality of the work produced by our agency partners, who have worked in an truly collaborative way to deliver cut through and impressive results during the ideal sporting moment for the brand, the FIFA World Cup. Our Conditions Zone activity has really resonated with our consumers, and on a personal level I’m immensely proud of what we’ve achieved.” - Nathan Quaye, Social Media Manager, Lucozade Sport

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