In January, our Brands team were responsible for helping Lucozade Sport drive awareness of their new partnership with Our Parks, through a launch event that created a social media and PR buzz.
Our Parks is a brand new initiative bringing free, instructor-led group exercise classes to parks across London, in step with Lucozade Sport's #MadeToMove campaign. This event was a great example of how the two brands will collaborate to reduce inactivity and get more people exercising.
We used our relationship with Lucozade Sport Brand Ambassador and IBF World Heavyweight Champion, Anthony Joshua, to bring impact and influence to the launch. He announced the event via his social media channels, inviting the general public to a 'Turn Up Tone Up' workout in Victory Park, East London.
The day saw Born Barikor, Our Parks CEO and Founder, and Anthony Joshua host a 30 minute outdoor session consisting of a range of body exercises suitable for all fitness levels. Following the workout, participants were able to take their photograph with Joshua.
400 people attended the event, and over 4,000 new customers signed up to the Our Parks database within 36 hours via the registration site.
The launch generated 36 pieces of coverage, including five national hits and two broadcast pieces, with features on Sky Sports News and Channel 4 News. It garnered a total cumulative reach of 526million. Anthony Joshua also shared the event video via his Instagram, which received over one million views.