News and Press Releases

Lucozade ZONE promotion – Ireland’s first WAP promotion

Dublin, Ireland, 31st August 2005

Lucozade have launched Irelands first location based mobile marketing promotion in conjunction with OgilvyOne, Return2Sender, the Mobile Marketing specialist and Alatto, the Mobile Browsing Experts.
The promotion, which is called ‘The Lucozade ZONE’, is running for eight weeks and invites consumers to register for the game by texting in a unique code plus their location (town) to a short-code to win a series of daily prizes.


Depending on what’s happening in their immediate location they then receive an alert within 24 hours telling them how to win. The first people to either text back the answer to a question or the first person to make it to the Lucozade ZONE team at a nearby retail location win the prizes.

The promotion is also being supported by a dedicated promotional WAP site, which allows participants to download themed wallpapers, browse hints about the game, plus view the Lucozade latest TV ad and download a free real tone of The Audio Bully’s soundtrack. In another first, the Lucozade Energy WAP site is also being promoted via mobile banners on the popular Tribes WAP content discovery toolbar developed by Alatto, the experts in mobile browsing.

Speaking about the promotion Donald Douglas; Client Service Director of Return2Sender commented ‘because we know where these people are, and because they have given their total permission to be communicated with we can tap into all of the great things that mobile offers marketers like huge reach potential, time and location sensitive targeting, in-depth reporting and accountability, plus it gives us the opportunity to really engage the consumer and do something really innovative’.

More information: Contact: Donald Douglas, Return2Sender 353 1 6790640, Donald@return2Sender.ie Contact: John Whelan, alatto 353 1 2090700, john.whelan@alatto.com