Lucozade Energy has teamed-up with Bethesda Softworks and Xbox for a promotion offering shoppers the chance to win Xbox prizes every day.
Ahead of the launch of Bethesda’s much-anticipated Starfield video game, the promotion lets consumers enter an extended reality experience where they can discover Starfield in-game content and take part in challenges to win additional exclusive Xbox prizes. Shoppers just need to scan special edition packs to ‘Unlock Your Universe’.
The partnership runs across Lucozade Energy Orange, Lucozade Energy Original, and Lucozade Zero Pink Lemonade flavours. It is supported by in-store point of sale material, and out-of-home and paid social advertising.
Prizes include a one-month Xbox Game Pass Ultimate subscription, and an Xbox Series S can be won every day. Additionally, participants will be entered into a draw to win prizes including Starfield merchandise bundles.
The promotion follows last year’s partnership between Lucozade Energy, Xbox and Halo Infinite. The competition garnered more than 580,000 entries – Lucozade’s biggest campaign ever.
Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I (SBF GB&I) said: “Our partnership with Xbox was huge last year – and we’re confident that this year’s on-pack promotion with Starfield will be even bigger for both retailers and shoppers.
“Starfield is one of the most exciting and anticipated game launches of 2023. Last year, Lucozade Energy sales grew by almost 10% thanks to a series of impactful marketing and on-pack promotions – of which our partnership with Xbox and Halo Infinite was a crucial part. We’re looking forward to seeing the reaction to this year’s incredible gaming partnership”.
For more information on ranging and category advice, retailers can visit SBF GB&I’s dedicated soft drink site SimplySoftDrinks.com.
