Lucozade Energy’s Larazade Campaign: A Hit with Gamers

Lucozade Energy’s Larazade campaign, marking the release of “Shadow of the Tomb Raider,” attracted over 360,000 entries and 840,000 landing page visits, engaging the UK’s 27 million adult gamers with unique prizes and interactive participation. Objective To create an engaging instant win competition in conjunction with the release of “Shadow of the Tomb Raider,” transforming Lucozade Energy into Larazade and targeting gamers with unique prizes and branded experiences. Holograph’s Role Holograph’s contributions included: Developing a unique instant win mechanic for Lucozade Energy’s special Larazade bottles Designing responsive web landing pages for multiple entries Ensuring compliance with lottery laws and licenses across the UK and Republic of Ireland Providing LRS members with direct access to competition data through user-friendly reporting tools Integrated Systems: Used Holograph DXP via FlowCMS for website landing pages, Fulfilment system for entry management, and CRM for secure data handling. Automated Communications: Implemented automated email systems to keep participants informed. Dynamic Prize Selection: Allowed users to choose their console and in-game currency, with data tracked and managed efficiently by LRS teams.

Partners Involved Holograph Lucozade Energy Shadow of the Tomb Raider Key Metrics: Total Entries: Over 360,000 Average Entries Per Day: 2.6 over 12 weeks Landing Page Visits: 840,000 Code Redemption Rate: 60% of codes from the Orange flavour

Learnings: High Engagement with Target Audience: Successfully captured the interest of the UK’s 27 million adult gamers Efficient Prize Management: Streamlined prize selection and distribution for various consoles and in-game currencies Real-Time Data Utilisation: Enabled LRS teams to monitor and respond to competition dynamics effectively Compliance and Security: Ensured adherence to legal requirements and maintained secure data handling Success Highlights: The campaign seamlessly integrated gaming culture with Lucozade’s brand, leading to high engagement and repeat participation. Efficient use of Holograph DXP systems allowed for real-time monitoring and swift response to consumer demands, enhancing the overall campaign effectiveness. By leveraging Holograph’s advanced digital tools, Lucozade Energy’s Larazade campaign delivered a fully integrated and engaging experience, praised for its seamless execution and comprehensive approach to brand engagement.