Getting Rubicon RAW into the hands of the gaming community

Type: Live Events Client: Rubicon RAW
The Challenge

Connecting Rubicon RAW with gaming community

Raising brand awareness within a competitive marketplace.

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience accelerating brand growth. Reaching the gaming community was a natural fit for the brand with the gaming industry being an ever-growing industry achieving a 7.3% growth YOY, reaching Rubicon RAW’s 18-35 year old target audience with a slight male SKU.

The gaming industry is a natural fit for energy brands as it helps achieve enhanced concentration allowing users to play their best, but for longer periods of time too.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

The Idea

Targeting gamers at multiple touch points

Sampling activated at a number of different touchpoints including workplaces nationwide, gaming events, & food delivery sampling

i2i developed a strategy to reach gamers at multiple touchpoints including at EGX one of the biggest UK Gaming events hosted at the London Excel. EGX attracts approximately 42,000 visitors across a 4 day activation giving gaming fanatics the chance to trial new game releases, engage with relevant brands & watch & play tournaments. This proved a great opportunity to capture a nationwide reach & engage with customers whilst they are in a positive & relaxed mindset.

i2i used research to determine the most popular times that gamers eat, as well as the food they are most likely to order & created a targeted campaign alongside food delivery companies distributing free samples & supporting collateral driving future purchase.

Another layer to the strategy was by conducting workplace sampling in industries which were likely to reach a high percentage of our target audience. Customers were given the opportunity to provide feedback post-trial for the opportunity to be included in a prize draw providing valuable customer insight.

The Impact




Previous trialists


Future purchasers
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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