Lucozade Sport Made to Move Treadmill Pop-Ups | 3 UK Cities

01

The brief

Lucozade Sport, official hydration partner of the London Marathon, asked us to support its social media competition and charitable initiatives on the ground.

The goal was to encourage physical activity and make it easy for the public to donate miles, which would be converted into charitable contributions. Participants could give their miles to marathon runners or to local charities.

03

Treadmill pop-ups in three cities

We staffed pop-up events in Manchester, Birmingham and Brighton, each built around treadmills where members of the public could step on, run and donate their miles. Using treadmills as donation points put the campaign right in the path of city centre shoppers and passers-by.

04

The team

• Team: a full team at each location, with our own managers running the staff on the ground.
• Training: every team member took part in a training session before the pop-ups opened.
• Engagement: how to approach passers-by and invite them to run.
• Mile donations: how the treadmill donations worked and how to guide each participant through them.
• The cause: the campaign's charitable goals, so staff could explain where the miles went.

05

How it ran

• Treadmills: stations run by our staff and kept in use, with support for each runner and passers-by encouraged to contribute a mile.
• Donations: participants chose to give their miles to marathon runners or local charities.
• Education: every person who stopped heard about the campaign's charitable goals.
• Consistency: the same set-up and message in all three city centres.