Lucozade's Hulamarket Only Accepts Energy as Currency
Laura McQuarrie — October 20, 2021 — Business
References: campaignlive
Based on its own 'It's On' advertisement, Lucozade Energy created the Hulamarket pop-up where people can purchase goods in exchange for hula hooping. The pop-up exclusively accepts energy as currency and it offers different flavors of the brand's beverages and merch in return. Those who truly want to put their hula-hooping skills to the test have the chance to get in the running for an Xbox Series S if they can last over a minute.
The fun-focused pop-up encourages positivity and activity and it inspires a sense of play in people of all ages. Already, the brand sees the potential to introduce more locations across the UK.
The TV ad spot that inspired the pop-up market depicts a young man recycling an empty Lucozade Energy bottle before hula-hooping on his way home.
The fun-focused pop-up encourages positivity and activity and it inspires a sense of play in people of all ages. Already, the brand sees the potential to introduce more locations across the UK.
The TV ad spot that inspired the pop-up market depicts a young man recycling an empty Lucozade Energy bottle before hula-hooping on his way home.
Trend Themes
1. Fun-focused Pop-ups - Brands can create fun-focused pop-ups to encourage positivity and activity and inspire a sense of play in people of all ages.
2. Alternative Currency - Businesses can explore using alternative currencies, such as energy, to boost engagement and customer loyalty.
3. Gamification of Marketing - Companies can gamify their marketing strategies by incorporating challenges and prizes to encourage participation and create buzz.
Industry Implications
1. Beverage - Beverage companies can create experiential marketing opportunities, such as Lucozade's Hulamarket, to build brand loyalty and engage with customers in a unique way.
2. Retail - Retailers can introduce pop-up shops that offer immersive experiences and unique payment methods to attract and retain customers.
3. Gaming - Gaming companies can partner with brands to offer in-game prizes or real-world rewards for completing challenges or achieving goals, increasing customer engagement and loyalty.
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