Lucozade Sport’s ‘Made To Move’ Instagram Charity Donation Incentivises London Marathon Runners

Lucozade Sport Made-to-Move Marathon 1Lucozade Sport Made-to-Move Marathon 2Lucozade Sport Made-to-Move Marathon 3Lucozade Sport Made-to-Move Marathon 4

Lucozade Sport, the official hydration partner of the Virgin London Marathon, is rolling out a new competition for race participants offering them a chance to scoop £1000 for their chosen charity as part of the sports drink’s ongoing ‘Made to Move’ campaign.


This new strand of the initiative sees Lucozade Sport ask runners to encourage as many of their family and friends to move more by running and donating one mile each.


Every time a marathon runner finds 10 friends to donate a mile, they will be entered into a £1000 monthly prize draw for their chosen charity.


Plus, all entrants will also be included into a parallel prize draw to bag a weekend away for two (worth up to £2000).


To enter, all entrants need to do is register for the 2017 Virgin Money London Marathon and then challenge 10 friends on Instagram using #MadeToMove hashtag.


Those friends then need to run one mile, take a selfie and post it on Instagram – again tagging their London Marathon running friend’s Instagram username and #MadeToMove.


The initiative is being promoted across the brand and the event’s digital platforms and social media channels.





‘When training for the Virgin Money London Marathon, it is a hard task for people to train and raise large amounts of money for their charities. We wanted to help marathon runners to raise money and get more people moving at the same time,’ explains Lucozade Sport’s Kay Bartlett.


‘It’s a great way to reward runners for all their hard work preparing for the marathon and encourages friends to show that they are helping them every step of the way.’


Lucozade Sport will donate up to £45,000 to charity as part of the competition and its initiative runs in parallel with the London Marathon’s own rights holder #ReasonsToRun campaign.



‘Made To Move’ itself is a multi-phase, integrated Lucozade Sport initiative with the umbrella aim off getting one million people moving more by 2020,



Activative Comment:


This marathon focused competition is part of Lucozade Sport’s wider, ongoing ‘Made to Move’ campaign which kicked off in September/October 2016 with a flashmob run hosted by IBF Heavyweight World Champion boxer Anthony Joshua.




It also includes a series of live YouTube instructional fitness sessions: led by online videos hosted by famous sports stars (and brand endorsers) the first of which was also fronted by Joshua.




Session 2 was fronted by perssonal physical instructor stars Tally and Vic.



Another more recent strand of the initially took place earlier in February when England and Spurs striker Harry Kane led a football skills session with 140 fans.



There are several innovative and admirable marathon sponsor activations around at the moment: for example, we particularly like Samsung’s video game activation around the Tel Aviv marathon (see case study).


But with many of the Activative team having tackled a gruelling 26.22 mile challenge in person, we are great supporters of compelling marathon incentive campaigns – so we are fully behind this initiative.


Some of our other favourite marathon incentive campaigns include Asics’ ‘Extra Mile’ in the USA (see case study),
Standard Chartered #ReasonsToRun in Dubai (see case study) and, perhaps the best of all, ASB’s ‘Run Down Your Rate’ in New Zealand (see case study).




Lucozade Sport


Virgin Money London Marathon



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