Lucozade is giving Londoners a helping hand in getting from A to B with the release of limited edition contactless bottles which can be swiped for entry to the city’s Tube network as well as offering a refreshing drink.
Thousands of Unstoppable Bottles will be distributed to lucky tube-riders between 30 May and 2 June (today) as an extension of the energy drinks ‘Find Your Flow’ campaign, spanning digital marketing, in-store activations and product sampling.
Those in possession of a prize bottle will be granted one free journey on the transport network simply by swiping the bottle as you would a contactless payment card.
Ashleigh Roberts, Lucozade Energy senior brand manager at Lucozade Ribena Suntory, said: “We are excited for Lucozade Energy to be able to launch this new campaign on the Tube. In a city that’s always on the go, we’re giving Londoners an extra opportunity to get where they need to be in a fun and unique way.”
The unorthodox campaign has been made possible by a partnership between Transport for London and Exterion Media, which is trying to push the transport authority as a media rival to the likes of Facebook and ITV.
Source: The Drum