Running for Good: Lucozade Sport’s Innovative Campaign Turns Miles into Smiles
Partnering with Lucozade Sport as the official hydration partner of the London Marathon, EXECUTIONAL was tasked with supporting their social media competition and charitable initiatives. Our goal was to encourage physical activity and facilitate mile donations, which would be converted into charitable contributions.
Campaign Overview:
- Integrated Social Media and Physical Activity: Supported Lucozade Sport’s Made to Move campaign, aiming to get 1 million people moving more, by linking social media challenges with real-world running activities.
- Experiential Pop-Up Events: Hosted pop-up events in Manchester, Birmingham, and Brighton, featuring treadmills for public participation in mile donations.
- Charitable Engagement: Encouraged participants to donate miles for marathon runners or local charities, enhancing community involvement and support.
Execution:
- Comprehensive Staffing Solutions: Provided a full team of staff, trained and managed by EXECUTIONAL, to facilitate the campaign activities at each location.
- Training and Event Management: Conducted thorough training sessions for staff, ensuring they were well-equipped to engage participants and manage the treadmill mile donations.
- On-Ground Activation: Effectively managed the treadmill stations, encouraging passers-by to contribute miles and educating them about the campaign’s charitable goals.
Impact:
The campaign, driven by EXECUTIONAL’s skilled team, significantly boosted the visibility and success of Lucozade Sport’s charitable endeavours associated with the London Marathon. By combining physical activity with digital engagement, the campaign not only supported marathon runners’ charitable causes but also fostered a spirit of fitness and community participation. The innovative approach of using treadmills as donation points in city centres was a key factor in attracting public participation, making a tangible impact in terms of both fitness motivation and charitable contributions.