Lucozade Energy ‘Winning Never Tasted So Good’ Campaign with Deliveroo: A Recipe for Success

The Lucozade Energy ‘Winning Never Tasted So Good’ campaign, in partnership with Deliveroo and powered by Holograph, delivered an engaging experience that captivated consumers and boosted product sampling. This innovative On Pack Offer (OPO) campaign featured unique codes on Lucozade Energy cans, offering consumers a chance to win exciting prizes. Objective To create a fun and engaging campaign to promote Lucozade Energy’s new half-sugar products, drive consumer participation, and increase brand engagement in partnership with Deliveroo. Holograph’s Role Holograph’s contributions included: • Generating unique 6-digit codes printed on Lucozade Energy cans • Developing an online entry platform using the Holograph DXP toolkit • Implementing an instant win mechanic for real-time prize notifications • Creating branded landing pages and automated email communications • Providing a Fulfilment interface for internal users to access and manage campaign data • Offering real-time reporting dashboards to monitor and evaluate campaign performance

Partners Involved • Holograph • Lucozade Energy • Deliveroo Key Metrics: • Over 60K Total Entries: High consumer engagement with the campaign • Total Landing Page Visits Over 100K: Significant traffic to the campaign website • Almost 1K Entries Per Day: Consistent participation throughout the campaign • 43% of Entries Were Repeat Consumers: Strong retention and repeat engagement

Learnings: • Engaging Campaigns Drive Participation: A fun and interactive campaign structure, combined with appealing prizes, can significantly boost consumer involvement. • Effective Use of Unique Codes: Generating and managing unique codes ensures fairness and excitement, enhancing the overall user experience. • Real-Time Feedback is Crucial: Instant win mechanics and real-time reporting dashboards provide immediate insights, allowing for timely adjustments and continuous improvement. • Multi-Channel Management: Running parallel campaigns requires accessible and comprehensive management tools to ensure seamless operations and data integration. The Lucozade Energy ‘Winning Never Tasted So Good’ campaign showcases how strategic partnerships and innovative digital solutions can create engaging consumer experiences, drive product sampling, and achieve impressive participation rates.