Lucozade promotion gives passengers on London Tube free rides by tapping their bottle
The energy drink Lucozade is adding chips to some of its drink bottles in a contactless promotion that lets lucky Londoners ride the city’s public transportation for free. The chip on the bottom of the bottle is tapped on a contactless transit reader just as the city’s normal contactless Oyster card would be tapped to authorize the ride.
Thousands of the “Unstoppable Bottles” were distributed to passengers between May 30 and June 1 as a part of the special ‘Find Your Flow’ promotion.
The winning bottles grant the drinker to one free journey on the transport network simply by tapping the bottle on the reader.
The campaign also included video promos including British gymnast Nile Wilson, Britain’s Got Talent finalists Twist and Pulse and ballet star Alessia Lugoboni. Each creatively danced or somersaulted their way through the tube stations while drinking a Lucozade.
According to a report in TheDrum.com, the campaign was made possible through a partnership between Transport for London and Exterion Media, which is trying to build the transport authority into a physical and digital media entity.