The 2014 FIFA World Cup Brazil™ wasn’t just a competition between the world’s best players. It was also a battle between brands, each using every trick, flick and overhead marketing kick in their arsenal to score some serious brand cut through. With thousands of brands creating more noise than a stadium full of Caxirolas our challenge was a formidable one. How do we make Lucozade the brand that takes home the trophy?
As the official drink of the England Football Team but not an official World Cup sponsor, how could Lucozade Sport own conversation around the World Cup?
Their solution? The Conditions Zone – an indoor, purpose built 5-a-side facility that re-created the intense heat and humidity of playing in Brazil. We invited teams who wanted to test themselves to the limit, recruiting them via online display and email.
We developed a Conditions Zone website, online conditions simulator, video content from within the Zone, the Zone’s branded screens and apps (to start games, manage scores etc. for the referees). We also developed infographics and a variety of social media content which was posted on Twitter and Facebook at key points in the tournament.
As well as hydrating with Lucozade Sport, players wore cutting-edge technology which recorded key data including fluid and weight loss, heart rate, distance covered and core temperature. RFID wristbands personalised the player experience; retrieving and linking their results to their social profile with check-ins, likes and tweets. Brass helped amplify this story, building engagement with existing fans and attracting new ones.