Lucozade unveils music download gym promotion

Lucozade is to promote its Hydro Active energy drink through a Billington Cartmell-created campaign offering a free music download with every purchase.

The six-week on-pack promotion offers the chance to win thousands of MP3 players and a free music download, which Lucozade said would appeal to regular gym goers.

Consumers can enter the competition to win an MP3 player by inputting a code that appears on packs of Lucozade Hydro Active.

The pack labels also flag the Lucozade promotional website, where viewers can download a choice of five play lists chosen by the brand’s fitness partners Fitpro, featuring tracks by Armand Van Helden, Liberty X and Mighty Dub Kats.

Lucozade said that nearly 4m bottles of Hydro Active would carry the on-pack promotion, which will be supported by point-of-sale displays in gyms throughout the UK and across 21 media titles.

Alex Young, Billington Cartmell’s business director, said: “This workout promotion will strike a real chord with regular gym goers and, importantly, it should also help motivate lapsed gym goers too.

The promotional agency was responsible for creating the point-of-sale displays, promotional website and cross-media ads.

Mazda UK plans series of test drive events

Mazda Motors UK has hired Closer, the experiential division of Billington Cartmell, to run its most significant experiential drive.

The marque is planning a series of live marketing events this autumn. Prospective buyers will be invited to ‘driver-training’ days, at which they will have the opportunity to test-drive high end models.

The events will raise awareness of the brand and encourage consideration of its models among a target group which it claims is not heavily influenced by advertising.

Although Mazda has used live marketing before, this activity will be supported by an advertising and direct marketing campaign.

The work was instigated by Mazda’s UK marketing director, Mark Cameron.

Mazda is running a promotion with the BBC’s Top Gear magazine in an attempt to reinforce the masculine positioning of its MX-5.