UK chart rap fans get exclusive content via augmented Lucozade

Tinie Tempah and Plan B fans will be able to access exclusive content via inbuilt technology on limited edition Lucozade bottles from today (22 November).

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The move is the latest stage in the soft drink brand’s recently launched Yes campaign which features seven bottle designs by big chart names.

The augmented reality features, created by Billington Cartmell using the Aurasma app, is designed to keep the campaign updated and ensure target consumers have a new incentive to buy the drink.

The move will be promoted via Lucozade, Tinie Tempah and Plan B’s social media networks. Other artists who designed bottles are Wretch 32, White Lies, Kelis and Yasmin.

Lucozade owner GSK is repositioning the brand to make a big play for the youth market, with this campaign and its recent launch of Lucozade Cola.

It comes after the consumer healthcare giant said it was merging its consumer healthcare and nutritional health divisions to create a ’fast moving consumer healthcare’ company.

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