London Triathlon gets a boost with Circle Agency & Maxinutrition

Sports nutrition brand MaxiNutrition gave a much needed protein boost to athletes at the AJ Bell London Triathlon, which took place from the 8th-9th August 2015.

Devised and activated by brand experience specialists Circle Agency, MaxiNutrition offered athletes a host of interactive activations throughout the weekend. Armed with their engagement mechanic – the digital protein mirror – expert nutritionists were on hand to help educate athletes on the importance of protein in their diets.

MaxiNutrition’s protein mirror uses a statistical code to generate a personalised protein analysis and show athletes how their bodies react to physical exercise. Participants at this year’s Triathlon were encouraged to use the interactive touch screen to programme in their height, weight, gender and age, then the machine undertook a quick body scan and provided a personalised Statistic Card for each individual athlete.

Circle-trained brand ambassadors were also on hand to encourage customers to try free samples of MaxiNutrition’s protein shakes and bars to replenish their energy following the event. The stand also hosted DJ performances to entertain the crowds over the whole weekend and help spur on those taking part. Circle Agency also deployed masseuses to give free massages to participants to help sooth tired muscles and aid their recovery.

Neil Hooper, creative director at Circle Agency, added: “We were hugely excited to bring our protein mirror to the AJ Bell London Triathlon and help educate athletes on the importance of protein in a more interactive and entertaining way. MaxiNutrition is a pleasure to work with and is constantly looking to utilise the latest technology to help athletes better understand their body. The mechanic has proved hugely popular and we can’t wait to bring it to other sporting events throughout the year.”