GlaxoSmithKline is promoting sales of its Lucozade Hydro Active brand by offering free downloads of training programmes made up of music, video and podcasts.
Its agency, Billington Cartmell, has created the Virtual Trainer, which provides a workout that can be customised online at a microsite, www.lucozade.com/fitness.
Launched this month, it is supported on-pack and through point-of-sale materials at gyms, online advertising, specialist press advertising and targeted email communications to gym-goers. Text messages will offer motivational tips, workout extensions and post-exercise support.
It has been developed with the energy drinks’s partner, FitPro, the UK association of fitness professionals.
There are nine 10-minute workouts available for targeting different parts of the body at varying degrees of intensity. People choose up to three of these to turn into a workout routine of 10 to 30 minutes.
These include a Podcast, an instruction video, motivational music tracks put together by DJ Nicky Holloway and a printable workout programme, downloadable from the website for uploading onto an MP3 player.
Lucozade Hydro Active brand manager Shona Hughes said: “The Virtual Trainer’s an insight-driven initiative that truly adds value to the gym experience and perfectly complements Lucozade Hydro Active’s scientifically formulated fitness benefits and strong association with FitPro.”
Chris Walker, Billington Cartmell account manager, added: “The winter blues is an all-too-familiar time for gym-goers. Encouragement and motivation are key to reaching your goals, and what better way to do this than by having a personal trainer deliver great workout programmes directly to your ears.”
Lucozade promoted Hydro Active in 2006 with an on-pack promotion offering free music downloads across four million bottles.