TRO creates Lucozade brand experience at Austrian Snowbombing festival

Experiential marketing agency TRO launched a social media-led road trip for Lucozade Energy to help promote the brand at the Snowbombing festival in Mayrhofen, Austria.

Festival-goers celebrated the #YESMoments campaign
Festival-goers celebrated the #YESMoments campaign

The event, which ran between 5 and 6 April, featured 500 festival goers dressed as super heroes hitting the road to Snowbombing, capturing the highlights with the hashtag #YESMoments.

TRO encouraged the super heroes to broadcast their experiences via social media by providing iPads and mobile phone charging points at the central meeting area. Prizes were on offer for those who tagged photos on Facebook.

Highlights of the two-day journey included a silent disco on a ferry, a surprise pop-up gig from dance act Gorgon City and a parade into the festival accompanied by a huge sound system. All participants were given Lucozade Energy-branded sunglasses, hats and neck cowls to wear.

Lucozade Energy was appointed as a sponsor for the alpine festival's annual road-trip. TRO, whose clients also include Diageo and Ribena, said it was keen to carry Lucozade Energy’s strong presence at summer festivals into the winter.

Nicky Morgan, senior account director at TRO, told Event: "We’re really pleased with the event which was described by one of the Snowbombing organisers as the ‘best activation from the four years of the road trip’. It was the first year for us and for Lucozade Energy and I’m so pleased that all the hard work and ideas came to life so seamlessly.

"It was an epic event and full of ‘YES moments’ for everyone involved, from the snowbombers to the team making it happen every step of the way."

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