Case Study

Lucozade - 'Get The Energy'

Lucozade Ireland wanted to run a digital promotion using social media and came to us for assistance.

We devised a cutting edge creative concept centred around their offline creative called 'Get the Energy' in which users would connect together an energy chain of power nodes made up of Facebook friends.

Users with the most friends at various checkpoints would win high-profile tickets which did well to stimulate the viral uplift in the early stages of the campaign.

Gamaroff continue to solidify their expertise within the social media sector with regular high profile campaigns for the biggest brands.

Why was Lucozade Get The Energy a good model for Social Media strategy?

People are reluctant to download applications unless they know what it is and can see it first. This is why we seldom execute social media campaigns where the core strategy involves the installation of an application (there are millions out there, my Birthday list, Where have I been, Friend wheel, etc). Get the Energy is not an application at all, but a brand engagement social tool. The types of applications which prove most successful are those in which the user is free to look around and engage up to the point where they are required to get involved or interact.

For this reason, we have long since moved away from models where users are expected to have their own unique widget placed on their profile as the core strategy, because we simply cannot base the success of a campaign on whether users add an application to their profile tabs. The reality is they simply do not. Our main consideration is the News Feed which essentially is our doorway to all Facebook users and the key to reaching and retaining them.

The Get The Energy campaign is a good model as it does the following:

1) Supported by a comprehensive Fan Page filled with discussions, frequent wall posts, photos and info. This updates the news feeds constantly and keeps users in the loop.

2) A supporting brand engagement social mechanic which exists in one central location on the Fan page but which is unique to all viewers i.e. you only see your own details and friends within the app - so it's like your own personal space.

3) Created seamless homogeneity between the Application profile (the profile on which the main application runs) and the Fan page through the use of mimicking tabs and cross-links.

As you can see, this moves away from traditional Facebook campaigns which required too much user initiation to get the ball rolling, and instead provided the brand engagement tools in a fashion that requires only that users visit the application tab, and not download anything they couldn't first see.

What happens then is a growth pattern which is slower over the first weeks but that grows exponentially, which is why campaigns like this usually coincide with a wider marketing strategy such as offline, or display. What this does is get the numbers high at the very start, so that it can do its viral work much sooner.