Lucozade does UGC?

Every week I read about a different brand that’s moving into the UGC, and this week it’s Lucozade! The way people now use the web has clearly evolved, but I can’t help thinking that every brand jumping on the bandwagon isn’t neccessarily the right move.  Why would I ever go online to talk to people I don’t know about Lucozade?  It’s completely irrelevant. You even have the chance to appear in a future ad campaign – why exactly would I want that?! Saying that at least there’s an idea behind this – Lucozade encourages consumers to send in videos of themselves having lost their edge.  Hmm, they are probably likely to receive some very interesting videos!