Comments on: A Mobile Marketing Winner from Lucozade and Return2Sender http://mobhappy.com/blog1/2005/08/29/a-mobile-marketing-winner-from-lucozade-and-return2sender/ Russell Buckley and Carlo Longino on mobile technology. Tue, 22 May 2012 09:13:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Craig Daitch http://mobhappy.com/blog1/2005/08/29/a-mobile-marketing-winner-from-lucozade-and-return2sender/comment-page-1/#comment-406 Craig Daitch Wed, 31 Aug 2005 06:27:17 +0000 http://p6.hostingprod.com/@mobhappy.com/blog1/?p=246#comment-406 The Reebok example you gave was actually discussed in a meeting with Beyond Interactive a few months back regarding new media campaigns that could be deployed via wireless. I thought the idea was fantastic and proved that you can run a traditional campaign using mew media successfully. Lucozade has always been a European brand with "chutzpa". One of my clients, Eidos, actually licensed the Lara Croft Tomb Raider game character to them along with giving them permission to change the name of their drink from Lucozade to Lara-ade. Sales shot up exponentially and the commercials produced for them were well ahead of their time, showcasing a strong brand integration within the realms of a videogame environment. The Reebok example you gave was actually discussed in a meeting with Beyond Interactive a few months back regarding new media campaigns that could be deployed via wireless. I thought the idea was fantastic and proved that you can run a traditional campaign using mew media successfully.

Lucozade has always been a European brand with “chutzpa”. One of my clients, Eidos, actually licensed the Lara Croft Tomb Raider game character to them along with giving them permission to change the name of their drink from Lucozade to Lara-ade. Sales shot up exponentially and the commercials produced for them were well ahead of their time, showcasing a strong brand integration within the realms of a videogame environment.

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