Gatorade Promo, Case study EVERYTHING TO PROVE by OMD New York, TBWA\Chiat\Day New York

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EVERYTHING TO PROVE

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency OMD New York
Agency TBWA\Chiat\Day New York
Associate Creative Director John Figone, Gregg Clampffer
Producer Molly Tait Tanen
Released May 2013

Credits & Description

Advertiser: GATORADE
Agency: OMD
Category: Best Use of Branded Content & Sponsorship
Associate Director/Zero Code: Chris Blumberg (OMD)
Vice President: Courtney Quaye (Fleishman-Hillard)
Managing Director: Bob Porcaro (OMD)
Executive Producer: Brian O'Rourke (TBWA\Chiat\Day)
Senior Marketing Manager: Jill Seibert (Gatorade)
Sports Mareting Manager: Kyle Grote (Gatorade)
Supervisor/Digital: Justin Doran (OMD)
Branded Entertainment Manager: Kim Friesl (Gatorade)
Group Account Director: Susanna Earnest (OMD)
Director/Zero Code: Dario Raciti (OMD)
Associate Creative Director: Gregg Clampffer (TBWA\Chiat\Day)
Senior Account Planner: Joe Grigsby (VML)
Associate Creative Director: John Figone (TBWA\Chiat\Day)
Account Director: Meredith Smyth (VML)
Digital Group Director: Mike Haywood (OMD)
Producer: Molly Tait (TBWA\Chiat\Day)
Strategist/Digital: Ryan Gilbert (OMD)
Associate Director/Digital: Jon Wayman (OMD)
Management Supervisor: Magda Huber (TBWA\Chiat\Day)

Effectiveness
In five months, the series achieved over 11 million views, which translates to nearly $200,000 worth of earned media value. Completion rate for the episodes averaged 80% across our biggest distribution points (Hulu & Xbox), which is nearly double that of industry benchmarks. ROI and brand equity studies are still in progress, but initial reads have yielded positive lift indicators. Most notably, our audience has spoken - positive feedback, posts, and tweets across Facebook and Twitter about Gatorade’s integration within “Everything to Prove” have reached over 6,000 as our target continues to enjoy episode after episode.

Execution
To bring fans and athletes alike inside the NFL experience experience, Gatorade and NFL Films partnered with the top 11 NFL rookies throughout their first season to create 20 original, branded video episodes chronicling their journey - we called it “Everything to Prove.”“Everything to Prove” provided an insider’s view of the usually unseen trials, tribulations, and victories that drove the rookies’ performance both on the field and off. Gatorade was seamlessly integrated into the story, providing nutritional and performance support to the players along the way. The promotion and distribution strategy took the insider experience to a new level through industry and brand first integrations within Hulu.com and Xbox Live respectively. Within those platforms, we built out experiential environments including interactive bonus footage, unique backstory content and training insight from each of the 11 featured players’ point of view, bringing the audience even closer to their heroes.

Strategy
While sales were strong in 2012, Gatorade’s new product awareness and core brand proposition understanding weren’t as strong as they could be among teen athletes. Our challenge was to make this target believe that sports nutrition drives sports performance. And further, that Gatorade’s products are the fuel that help athletes “win from within.” From our research, we knew that teen athletes: 1. Aspire to the achievements of their professional sports heroes2. Watch more sports-related digital video in a month’s time than almost any other demographic3. Prioritize behind-the-scenes content in their viewing queue However, the unique campaign insight was that teen athletes crave the feeling of being a sports insider. The resulting idea was for Gatorade to create a one-of-a kind window into the world of sports like only they could by leveraging their sports nutrition expertise and 40+ year partnership with the National Football League (NFL).