REPLAY, 5 by TBWA\Chiat\Day Los Angeles for Gatorade

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REPLAY, 5

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Kris Belman, V. Scott Balcerek
Producer Johanna Woollcott, Holli Hanley
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GATORADE
Product/Service: ENERGY DRINK
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Apr 26 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Group Creative Director: Jimmy Smith (TBWA\Chiat\Day)
Associate Creative Director/Writer/Creator: Brent Anderson (TBWA\Chiat\Day)
Associate Creative Director/Writer/Creator: Steve Howard (TBWA\Chiat\Day)
Senior Producer (Series & Event): Brian O' Rourke (TBWA\Chiat\Day)
Associate Producer: Tim Newfang (TBWA\Chiat\Day)
Group Account Director/Management Supervisor/Account Executive: Brynn Bardacke/Amy Farias/Adam Bersin (TBWA\Chiat\Day)
missionG.com Network: Donna Lamar/Javier Castillo/Paul Nguyen (TBWA\Chiat\Day)
Group Planning Director/Senior Planner/Planner: Scott MacMaster/Martin Ramos/Daniel Teng (TBWA\Chiat\Day)
Director of Digital Strategy/Digital Art Director/Digital Account Executive: Jeremiah Knight/Andrew Corpman/Paul Kinsella (TBWA\Chiat\Day)
Communications Director TBWA Worldwide Managing Director: Jeremy Miller (TBWA\Chiat\Day)
Director: Kris Belman/V. Scott Balcerek (Caviar)
Executive Producer: Michael Sagol/Rosanne Korenberg (Caviar)
Producer: Johanna Woollcott/Holli Hanley (Caviar)
TV Show Adaption: Read Jackson/Laura Mickelson (Fox Sports Net)
President/Partner/Account Supervisor: David Brenner/Rashid Ghaz/Paul Harvey (Paragon Marketing Group)
Senior Vice President & Senior Partner/Vice President: Jim Motzer/Adam Tanielian (Fleishman-Hillard)
Vice President/Senior Account Executive: Bonnie Block/Julie Mason (Fleishman-Hillard)
Group Account Director/Group Account Director of Strategy: Bob Porcaro/Susanna Ernest (OMD)
Media placement: 5-Episode Documentary Film - MissionG.com / Gatorade.com - April 2009
Media placement: Paid Media - Online - April 2009
Media placement: Live Game - Broadcast Across 2 States (TV) - April 2009
Media placement: REPLAY Community - Facebook.com - April 2009
Media placement: Nominate Your School - REPLAYtheSeries.com - April 2009
Media placement: TV Series - Fox Sports (FSN) - November 2009
Media placement: Line-Up Finder - Facebook.com - February 2010
Media placement: The REPLAY League - REPLAYtheSeries.com - March 2010
Media placement: Website - REPLAYtheSeries.com - November 2009
Media placement: TV Commercial - Fox Sports (FSN) - November 2009
Results and Effectiveness
Created news, not advertising. Generated US$3,415,255 worth of earned media from just $225K in paid media. 14,000% ROI.REPLAY content engaged audiences 6X longer than the average YouTube video. Picked up as a documentary television series by Fox Sports Net. Season 1 content aired nationally to 90 million households. Thousands of nominations from former athletes around the US have been submitted for REPLAY Season II and Season III, both slated for 2010.After calls from nearly every major movie studio, a feature film is currently in development.Regional Gatorade sales increased 63%.
Creative Execution
Fuel an opportunity every athlete dreams of - a second chance. Gatorade created a 5-part online documentary film that reunited the original players (now all in their mid-30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. For 90 days Gatorade provided training and nutritional advice to help prepare these former athletes for the big game.We called the online documentary series ‘Replay.’ The Replay trailer was seeded and spread through out YouTube, Facebook and sports blogs. The 5 long-format episodes were housed on Gatorade’s very own sports/entertainment content website, MissionG.com. The live Replay event was broadcast on local TV within the New Jersey and Pennsylvania region.Because the Replay series became a blockbuster sports documentary online, the Replay series was quickly picked up nationally with an hour-long version of the series airing on a major sports network.
Insights, Strategy & the Idea
Challenge:Athletic participation plummets drastically once individuals graduate from High School. Family, career and increasing obligations inevitably replace sport.Per US government statistics, 7 in 10 adults over age 30 don’t exercise regularly. And thus, aren’t using Gatorade like they used to.Our challenge was to reignite the athletic spark with this group of former Gatorade loyalists. Objectives:1. Allow people to experience what Gatorade stands for – A Catalyst for Athletic Achievement.2. Demonstrate Gatorade’s functional reason for being – Fuelling Athletic Performance. Insight:No matter how great they are or how many championships they’ve won, all athletes have one game or moment they wish they could change the outcome of. But in sport, there are no second chances. So we wondered, what if we could change this truth about sport?