My first impression of this site is that it is cool, energetic, fun - probably how the brand wanted to portray itself. The look and feel is consistent with other elements of the Lucozade campaign, such as TV and outdoor ads.
The site is easy to navigate, and that's always an advantage. Once you get into the start page, you see 'Product Information', 'Games', 'Downloads' and 'TVC'. There is also a viral element which lets you tell your friends about the games, with only a few clicks.
So far, so good.
Now to look into the details. The games and the screen-saver are fun, and convey the single-minded message of "recharging you quickly".
I had no problem downloading and viewing the TVC with my broadband connection.
And the product information is kept simple so that impatient youngsters won't get bored.
However, to lure these kids to come back and back again to this site, it needs to develop more muscle on its already good skeleton - more games, possibly with online competitions; more downloadables; more TV spots.
Simply put, it needs more functionality to make the site more appealing.
For benchmarking, I tried to check out the Lucozade international website, which should be at www.lucozade.com. However, disappointed, I found it was still under construction.
Even its link to the Hong Kong website said it was 'under construction'.
That's not a good sign, but perhaps a sign that the international site is a bit weak.
