Boost: Winning through (gamified) performance

This case study explains how Boost, GlaxoSmithKline's energy drink brand, used a tie-up with McClaren Mercedes to target consumers aged 8-24 in India with an online game.

Boost: Winning through (gamified) performance

Sushobhan Chowdhury

Campaign details

Brand owner: GSKAgency: JWTBrand: BoostCountry: IndiaChannels used: Games and competitions, Internet – display, Internet – generalMedia budget: Up to 500k

Executive summary

This is how GSK set out to drive awareness through a partnership with McLaren Mercedes and build a connection between F1 and Boost, in order to engage a wider audience aged between eight to 24 years old, and exceed all previous sales performances.

GSK India had the opportunity to participate in the 2012 F1 India Grand Prix as...

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