Core disciplines: Experiential marketing, Sponsorship


In April 2014 TRO was tasked with activating Lucozade Energy’s first ever sponsorship of the Snowbombing Road Trip – a parade of 150 cars and 500 ‘Snowbombers’ dressed as Super Heroes en route to Mayrhofen, Austria for this epic music festival in the snow.

Our brief was to build on the summer festival activity by bringing relevant, credible value to the Snowbombers’ experience, and to inspire passion, excitement and ultimately brand love for Lucozade Energy.


In order to make the road trip a truly unforgettable experience for the Snowbombers, we developed a series of brand experiences (and #YESMoments) over the 750 mile road trip between Chatham, Kent and Mayrhofen, Austria.

Activities included a Silent Disco on the Ferry from Dover to Calais, cold Lucozade Energy bottles delivered outside bedrooms in the early morning, and the finale of a surprise pop-up gig on arrival in Austria. This ultimate #YESMoment came from Gorgon City and the sounds of Ready for your Love. This live event was filmed and has reached nearly 1 million views on YouTube.


Lesley Stonier, ‎Marketing Manager, Lucozade Energy commented: 

"My thanks to TRO for a brilliant event and many ‘Yes Moments’ for Lucozade Energy and all the Snowbombers. The team made it seamless from Chatham to Mayrhofen. Well done!”

Tim Freeman, Broadwick Live (Organiser) said:

“This is without doubt the most successful sponsorship activation of the Snowbombing Road Trip we have had in the five years that I have been working on the project.”

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