RUBICON RAW | BRAND EXPERIENCE AGENCY

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.

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.