Lucozade Energy: Pimp My Summer Ball
How MediaCom Beyond Advertising created a content marketing campaign around Lucozade YES moments that delivered big on creativity and results.
THE BRIEF – Increase Lucozade Energy’s association with a student and youth audience
Lucozade Energy needed to promote their YES Moments motto and build association around providing fun and exciting experiences. To get students really engaged in the campaign, we needed to amplify our message beyond traditional ad spots and give them something memorable.
THE IDEA – An integrated media partnership with MTV
We wanted to partner with a media owner whose audience and brand values were closely aligned to Lucozade Energy’s. MTV were the perfect large scale, multi-channel platform that could gain us unprecedented access to university campuses, events and exclusive talent.
Working closely with MTV, we developed a 3 phase campaign running across TV, digital and events, supported by paid social and content seeding in three phases:
Firstly, we promoted the partnership and increased visibility through on the ground presence at Club MTV Refresher events.
We then implemented the Pimp my Summer Ball challenge. Playing on MTV’s successful Pimp my Ride show, 18 universities were pitted against each other in a battle to get their summer ball pimped by MTV. Each uni vied for the top spot through a twitter competition using the hashtag #YESPimpMySummerBall followed by their uni name.
To extend the campaign to a wider youth audience, we produced a series of YES Challenges, encouraging people to tweet and submit UGC for the chance to win Snowbombing and V Festival tickets.
We’ve had over 6.9m tweets for Pimp My Summer Ball, an unprecedented amount for a brand campaign.
The competition became the No. 1 UK trend on Twitter in the first few days with no paid social support and the competition entries hit over 27,000% of our KPI target. More than 55,000 people attended the ReFreshers and Summer Ball events, while the winning University (Teesside) sold out with 4,200 students attending their Pimped Summer Ball, headlined by No.1 acts DJ Fresh and Sigma.
Tim Westwood himself announced the winning university on MTV and dwell time on the leader board page reached over 9 minutes. Most importantly, sales are up 8.9% year on year – a big increase considering it’s already the UK’s biggest energy drink.