Lucozade

Lucozade Social Fuel
DEAUP went to visit its colleagues at Grey London. Assignment: Come up with a controversial sponsor activation for Lucozade during the famous London Marathon. The fuel to rule Lucozade provides marathon runners with a large boost of energy. The supporters are just as big of a fuel as Lucozade. Together they create Lucozade Social Fuel. The kicking combination of Lucozade and support.

How?
Lucozade provides an app, which tracks the athletes need for fuel during their training. The results wil help the supporters to help te sporters, by giving the insights to know where they need some extra fuel. Fuel Points During the marathon Lucozade helps the supporters to reach the runners with a bottle of energy at Lucozade Fuel Points. These small gaps in the crowd give supporters the opportunity to reach the runners personally with a free bottle of Lucozade.

Fuel Points
During the marathon Lucozade helps the supporters to reach the runners with a bottle of energy at Lucozade Fuel Points. These small gaps in the crowd give supporters the opportunity to reach the runners personally with a free bottle of Lucozade.

The support
We link the app to your social media where we provide a online map of the marathon route including the Fuel Points. Supporters can sign in at the Fuel Points their favourite runner needs Social Fuel the most, so that’s where they will be.