案例简介：描述/概要 摘要 其目的是利用新的基于移动位置的技术进入一个虚拟的 energy 能源区，以赢得从光盘到智能跑车的奖项。通过用一瓶 Lucozade Energy 给独特的骨灰盒发短信，以及你所在城镇的名字，代码有效期为 24 小时。 上下文 在 100% 的贸易支持下，销售额增长了 11%。活动 2 个月后，促销活动在目标市场中实现了超过 90% 的召回，渗透率上升了 2%。21,000 名独特的玩家注册参加了 Energy Zone，智能跑车的参与率为 70%。 能源区的投资刚刚超过 30 万英镑，在地下世界创造了疯狂活动的细胞。它抓住了消费者和贸易的想象力，并展示了对消费者世界的理解，在这个世界上，事物的工作方式不同，只有他们理解规则。凭借这种创新和独特的技术使用，它赢得了爱尔兰大奖赛，并为品牌建立了重要的信誉。

案例简介：Description / Synopsis Summary The aim was to step into a virtual ‘Energy Zone’ using new mobile location-based technology to win prizes ranging from a CD to a Smart Roadster. By texting the unique URN from a bottle of Lucozade Energy along with the name of your town, the code became valid for 24 hours. Context With 100% trade support, sales increased by 11%. 2 monthsafter the activity the promotion achieved over 90% recall among the target market and penetration rose by 2%. 21,000 unique players registered to play Energy Zone, and there was 70% participation rate for the Smart Roadster. With an investment of just over €300,000, the Energy Zone’ created cells of frenzied activity in an underground world.It captured the imagination of consumers and trade, and demonstrated an understanding of the consumer’s world, where things work differently and only they understand the rules. With this innovative and unique use of technology, it won the Grand Prix in Ireland and built major credibility for the brand.

活力地带 | Energy Zone

案例简介：描述/概要 摘要 其目的是利用新的基于移动位置的技术进入一个虚拟的 energy 能源区，以赢得从光盘到智能跑车的奖项。通过用一瓶 Lucozade Energy 给独特的骨灰盒发短信，以及你所在城镇的名字，代码有效期为 24 小时。 上下文 在 100% 的贸易支持下，销售额增长了 11%。活动 2 个月后，促销活动在目标市场中实现了超过 90% 的召回，渗透率上升了 2%。21,000 名独特的玩家注册参加了 Energy Zone，智能跑车的参与率为 70%。 能源区的投资刚刚超过 30 万英镑，在地下世界创造了疯狂活动的细胞。它抓住了消费者和贸易的想象力，并展示了对消费者世界的理解，在这个世界上，事物的工作方式不同，只有他们理解规则。凭借这种创新和独特的技术使用，它赢得了爱尔兰大奖赛，并为品牌建立了重要的信誉。

活力地带 | Energy Zone

案例简介：Description / Synopsis Summary The aim was to step into a virtual ‘Energy Zone’ using new mobile location-based technology to win prizes ranging from a CD to a Smart Roadster. By texting the unique URN from a bottle of Lucozade Energy along with the name of your town, the code became valid for 24 hours. Context With 100% trade support, sales increased by 11%. 2 monthsafter the activity the promotion achieved over 90% recall among the target market and penetration rose by 2%. 21,000 unique players registered to play Energy Zone, and there was 70% participation rate for the Smart Roadster. With an investment of just over €300,000, the Energy Zone’ created cells of frenzied activity in an underground world.It captured the imagination of consumers and trade, and demonstrated an understanding of the consumer’s world, where things work differently and only they understand the rules. With this innovative and unique use of technology, it won the Grand Prix in Ireland and built major credibility for the brand.

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活力地带 | Energy Zone

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