The brand owners wished to position Mad Dog Energy Lemonade as a cool memorable brand with broad appeal. The objective was to provide the brand with highly cost effective broadcast exposure within the key markets, increase brand awareness in the UK. The brand had not engaged in cycle sport previously. The Mad Dog Energy Lemonade Team competed in the StreetVelodrome Series with pro riders TV presenter / Elite rider Anna Glowinski and Team GB Olympic medallist Ross Edgar. The series took place over 5 regional events plus a series finale held in the city of London.

The objective was to provide the brand with a highly cost effective broadcast exposure within the key markets globally whilst increasing brand awareness in the UK. Key market growth and expansion areas included Asia, Australia, USA, Africa and Middle East. The campaign had to raise awareness of the product name and visual recognition of the product and its logo. To ensure product placement within the televised production. To exploit the benefit of elite athlete / personality representation, association and endorsement of the product.

To utilise the 2014 StreetVelodrome Series Team Franchise proposition to benefit from the growing popularity of cycle sport plus the dynamic and broad appeal of the StreetVelodrome action sport format. Positioning the brand within this televised cycle sport entertainment platform provided Mad Dog Energy Lemonade with exposure which emphasised both the fun nature of the brand and its qualities as a energy / sports drink. The brand benefited from: Team naming rights, exclusive branding to race team apparel, track side advertising and Elite rider / talent management.

The campaign resulted in excellent ROI as coverage achieved exposure equivalent to 31 TV ad slots per broadcast of the series. Scheduling included Ch4, the UK's top converting terrestrial commercial channel and downloads on 4OD, the preferred VOD platform for 14 to 24 year olds. Further UK ABC1 reach was achieved through British Eurosport and Sky Sports. Global reach included Fox Sports (Asia / Australia), Universal Sports (USA), Super Sports / Ten Sports / Canal+ (Asia / Middle East / Africa) plus other broadcast partners providing reach to over 180 countries worldwide.

Cycle sport continues to grow in its popularity with television viewers. Excluding the Tour de France, track cycling is the most watched form of the sport. StreetVelodrome takes the essence and excitement of track cycling and creates an accessible action sport. Especially developed in association with key broadcast partners the series captures the action on track as well as telling the key human interest stories as amateurs compete alongside the pros. This delivers an compelling platform for brand owners to engage with both live event and television audiences.