Article Summary:
By Allison Schiller
This article featured the current news about how Lucozade Energy Drinks (a European soft drink company) made the decision to partner with the music-streaming service, Spotify, for an on-pack promotion targeting young users of social networks.
Due to Lucozade’s low popularity and sales, they made the decision to rebrand themselves as makers of ‘energy flow’. They also decided to capitalize on the ‘social capabilities of Spotify, a website which allows users to create playlists and send private messages to one another about their musical interests and social media. The new promotion brings the Lucozade users to the Spotify web page (lucozade.com/spotify) where they can create their own Spotify account. This new promotion will finish its testing in May.
This new promotion targets 16 to 24 year olds to use both the energy drink and make an account on the Spotify website. I personally believe that Spotify gets the most promotion out of this deal because they are receiving many more users for their website, and listening to the music that they feature. Both companies are promoted by the fact that Spotify is giving users the chance to win Lucoszade-branded merchandise and gig tickets when they vote for their favorite track featured on the Spotify website.
Other promotional items that Lucozade has had this past year is a digital campaign called “Lucozade fans fives”, which highlight its sponsorship of football’s Premier League. The energy drink is also releasing three new flavors (Lucozade Energy Blackcurrant, Lucozade Sport Lite Orange, and Lucozade Sport Cherry) this month.
Through all of the new promotional tools and ideas in the last decade, it is no wonder that the value of energy and sport drinks grew17.7% from last year and the growth in value of the Cola sector was 3.7%!
Article Link:
Work Cited:
Eleftheriou-Smith, Loulla-Mae. "Lucozade targets social media users via Spotify." Marketing Magazine 2 March 2011: n. pag. Web. 3 Mar 2011. <http://www.marketingmagazine.co.uk/sectors/mediaentertainment/article/1057526/Lucozade-targets-social-media-users-via-Spotify/>.
12 comments:
Good job allison very interesting article!
You did really good research. Touched alot of good points.
very interesting. i think tim wants to know if you can get him a 12 pack so he could be hyper around you.
I think this is a cool idea, because they will get more buyers this way. I am very tired right now, so i would definantly drink one.
need to market more in the USA because i have never heard of it and it has some strong competitors to compete with like gatorade and powerade that have already proven themselves in their products.
This article is very interesting. I think their promotion idea is good to target their target market of young people.
Wow, I was wondering if someone would ever come up with something, a combination of gatorade, red bull, and 5 hour energy. Though this sounds cool, I think it is very dangerous!
i think tim and allison need to go to prom together
i think so to =]
i agree
get his number allison. ;]
wow super interesting and great!
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