Gatorade Case study REPLAY SEASON 2 & 3 by TBWA\Chiat\Day Los Angeles

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REPLAY SEASON 2 & 3

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Industry Soft Drinks
Media Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Loren Mendell, Graham Hughes
Creative Director Steve Howard, Brent Anderson
Senior Art Director Mike Golding, Kyle Grummun
Producer Tim Newfang, Loren Mendell, Graham Hughes, Brian O'Rourke
Account Supervisor David Brenner, Paul J Harvey, Mark Hansen, Amy Farias
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: GATORADE
Product/Service: SPORTS DRINK
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jul 15 2010
Worldwide Creative Director: Lee Clow (TBWA\Chiat\Day)
Group Creative Director/EP: Jimmy Smith (TBWA\Chiat\Day)
Creative Director/Creator/Writer: Brent Anderson, Steve Howard (TBWA\Chiat\Day)
Designers: Eze Blaine, Doug Alves (TBWA\Chiat\Day)
Executive Producer / Producer: Brian O'Rourke / Tim Newfang (TBWA\Chiat\Day)
Account Executive: Angela Halbeisen (Pulse 220)
Researchers: Scott James & Bill Sudell (FOX SPORTS NET)
Group Account Director / Management Supervisor / Account Supervisor: Mark Hansen / Amy Farias / Magdalena Huber (TBWA\Chiat\Day)
Group Planning Director / Senior Planner / Planner: Scott MacMaster / Martin Ramos / Daniel Teng (TBWA\Chiat\Day)
Worldwide Communications Director: Jeremy Miller (Gatorade)
Partner / Partner / Account Supervisor / Account Coordinator: David Brenner/Rashid Ghazi/Paul Harvey/Mike McDonough (Paragon Marketing Group)
Sr VP / AS / AS: Adam Tanielian/Courtney Quaye/Julie Mason (Fleishman-Hillard)
SVP/EP Regional Production / VP Production/Senior Producer: H. Read Jackson / Laura Mickelson (FOX SPORTS NET)
Director / Producer: Loren Mendell / Graham Hughes (FOX SPORTS NET)
Account Executive / Senior Copywriter / Senior Art Director: Sean Ferrell / Mike Gold / Kyle Grummun (TracyLocke)
Manager, Branded Entertainment / Sr. Manager, Entertainment Marketing: Lauren Fritts / Jill Kinney (Gatorade)
Production Coordinator / Lead Editor and Story Producer: Brittany Bideaux and Curtis Roen & Mike Hale (FOX SPORTS NET)
Group Account Director/Group Director of Strategy/Account Supervisor: Bob Porcaro/Susanna Earnest/Josh Farber (OMD)
Managing Director: Guy McCarter (Green Room Entertainment)
Senior Account Manager / Designer: Brandon McCormick / Chad Greene (VML)
Media placement: Television Series - Season 2 - Television - Fox Sports - June 2010
Media placement: Television Series - Season 3 - Television - Fox Sports - November 2010
Media placement: Webisodes - Replaytheseries.com / Youtube - May 2010
Media placement: Workout Series - replaytheseries.com - May 2010
Media placement: Music Video - Online - November 2010
Media placement: Hockey Game - Live Event Broadcast - Online And TV (Fox Sports) - May 2010
Media placement: Basketball Game - Live Event Broadcast - Online And TV (Fox Sports) - September 2010

Describe the campaign/entry
PROBLEM: Once athletes graduated from high school, their competitive activity declined significantly, as did Gatorade usage and relevance.

CHALLENGE: Reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their high school years.

STRATEGY: Fuel an opportunity every athlete dreams of – a second chance.

IDEA: Last year Replay brought two original 1993 football teams together to replay a 7-7 tie. This year, as a testament to the universal appeal of REPLAY, the platform expanded.

More athletes were given a second chance, as Season 2 restaged an unfinished 1999 Michigan-area high school hockey game, where a star player had his jugular accidentally severed by another player’s skate, a tragedy that almost cost him his life. Season 3 featured Chicago-area basketball teams, replaying a game from the year 2000 that ended in a last second play shrouded in controversy for more than a decade.

Describe how the campaign/entry was launched across each channel in the order of implementation
The integrated campaign included a branded content documentary TV series, digital training tools, retail activation, PR, social media and grassroots marketing.
Gatorade reunited long-lost teammates and re-immersed them into the world of sport. For eight grueling weeks, athletes trained with resources from Gatorade and sports nutrition guidance from the Gatorade Sports Science Institute.
Short-form videos were seeded online, episodically highlighting elements of the REPLAY journey, including themes like pain, training and controversy.
Gatorade also launched digital REPLAY training tools, including work-outs tips and sports nutrition counsel that any athlete inspired by REPLAY could access online to help them get into shape.
REPLAY was also broadcast as a full-fledged TV series, airing to 95 million subscribers on the Fox Sports Network.
The culmination of each REPLAY season was the big game, where returning participants stepped out onto sold-out stadiums to settle the score once and for all.

Give some idea of how successful this campaign/entry was with both client and consumer
In 2010, REPLAY generated 581MM media impressions - +377% from last year.
REPLAY has been featured on every major news outlet, including: ESPN, USA Today, CBS Sports, and Sports Illustrated, among others
Demand for the REPLAY events was astonishing, as all tickets sold-out to the public – some in as fast as 11 minutes.
The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf, Gatorade will be staging new international REPLAYs in 2011.
Thousands of athletes demanded a second chance of their own. In response, Gatorade created the REPLAY LEAGUE allowing any team to carry out their own REPLAY games with Gatorade support.
More importantly, all participants lost weight, reduced body fat and are living healthier due to the sports nutrition guidance provided by Gatorade.