Crossmedia Yes campaign leads to new digital investment

Lucozade Ribena Suntory’s “YES Project” in the UK has been one of the cross-marketing success stories that keeps adding new chapters. First launched in 2011, the campaign was revived last year with a 15 million USD investment that included a partnership with Sony Records and new artist Dominique Young Unique. The campaign tied social media, TV ads, on-packaging promo codes and customer content together to promote the energy drink and create positive, uplifting “YES” moments.

Printed on each Lucozade bottle in the campaign was a unique promo code. Customers would obtain the code by removing the sleeve wrapped label and enter it for daily and hourly prize drawings on Lucozadeenergy.com. Prizes included festival tickets, spring break adventures in Cancun, European city breaks and various YES promotional goods. The target customers in the age group between 16 to 24 could also like or share the contest info on Facebook for a bonus entry.

Rick Oakley, Digital Marketing Manager at Lucozade Ribena Suntory said: “Linking our packaging with technology such as mobile and social media is essential to engaging with this group of tech savvy digital natives.” He added: “This project has enabled us to generate insight into the Lucozade Energy demographic, their product purchasing behavior and has enabled us to drive digital engagement from our product packaging.”

In a project of this size, it was necessary that putting the codes onto the bottles would not cause any interruption of the normal bottling process. Lucozade turned to Domino Printing for help. The two companies had successfully worked together in the past and decided to collaborate on this project as well. They installed four Domino D320i scribing lasers and DPX1000extraction systems onto the out-feed conveyor of the bottling lines.

The lasers download the unique codes automatically from a server and etched them onto the bottles at a speed of 50 000 bottles per hour. Clarity and readability of the codes are key for customer engagement and Lucozade’s managers emphasized that the quality Domino’s machines provided was a decisive factor in the campaign’s success.

Now, the company wants to increase its capacity and has placed an order for three more Domino D320i lasers to increase its capacity at the Coleford, Gloucestershire, bottling plant.

Domino label printers and lasers are widely used in the beverage industry. The mineral water company Adelholzener Alpenquellen uses Domino machines as well as Saratoga Spring Water and the Coca-Cola Company, among others.