Lucozade, the official sports drink of the Sunfeast World 10K Bangalore Marathon, partnered with TELiBrahma to promote itself and sample its product at the marathon expo. Visitors to the expo received Lucozade branded content and a mobile application with tips for running by turning on their Bluetooth. Over 65% of expo visitors downloaded the Lucozade content, achieving over 5,000 engagements over 4 days and creating buzz about the marathon on social media. The mobile application and sampling messages helped promote Lucozade at zero cost prior to its commercial launch in India.

1. Case study _ Lucozade_GSK
http://telibrahma.com Follow us on https://www.facebook.com/BuzzAtPlaces
OBJECTIVE
As a prelude to the Sunfeast World 10K Bangalore Marathon 2010, an expo was organized
at the Kanteerava Indoor stadium in Bangalore. With an assured footfall of over 20,000
visitors, the expo was the perfect platform for brand promotions. Lucozade, the Official
Sports Drink Partner of Sunfeast World 10K Bangalore wanted to partner with the
event and test market their product before the commercial launch. Lucozade tied up with
TELiBrahma to promote itself as the ideal isotonic drink for athletes at the Bangalore
Marathon Expo and get more people to sample its product.
SOLUTION
Visitors at the expo had to just ‘Turn ON Bluetooth’ on their mobile to receive Lucozade
Branded Content. A Lucozade branded application, ‘Are you ready for the marathon’ was
delivered on the users’ mobiles. Messages and Tips for Running delivered on the users’
mobiles enabled higher levels of engagement and interactivity amongst the runners/visitors
RESULTS
 More than 65% of the people at the expo downloaded the Lucozade content
 5,000+ engagements achieved across 4 days
 TELiBrahma leveraged social media platforms and created great buzz about the
marathon
 For the first time ever, the Bangalore Marathon Expo was Buzz enabled for
Lucozade with an objective to drive sampling at the expo

2. Case study _ Lucozade_GSK
http://telibrahma.com Follow us on https://www.facebook.com/BuzzAtPlaces
 The Lucozade branded application – ‘Are you prepared for your Run?’, ‘Tips for the
Run’ and more such sampling messages were delivered on the users’ mobile @ zero
cost!
 Prior to this Lucozade has partnered with TELiBrahma at the Chennai and Mumbai
marathons to provide a similar experience to people
HIGHLIGHTS
 The Lucozade Buzz campaign got a whopping response and has left an indelible
impression in the minds of the users
 An event like this is a wonderful trigger to do your bit for charity and at the same time
provide rich brand engagements to consumers