SO YOU THINK YOU CAN DANCE by OMD New York for Gatorade

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SO YOU THINK YOU CAN DANCE

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency OMD New York
Creative Director Jayanta Jenkins, Writer Donna Lamar
Art Director Eze Blaine
Copywriter Kamal Robinson
Released July 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: GATORADE
Product/Service: G SERIES
Date of First Appearance: Jul 22 2010
Entrant Company: OMD, New York, USA
Managing Director, Green Room Entertainment: Guy McCarter (OMD)
Director, Green Room Entertainment: Paige Samson (OMD)
Group Account Director: Bob Porcaro (OMD)
Group Director of Strategy: Susanna Earnest (OMD)
Group Digital Director: Pranva Pandit (OMD)
Associate Media Director: Eileen Holton (OMD)
Group Creative Director: Jimmy Smith (TBWA\Chiat\Day)
Creative Director: Donna Lamar (TBWA\Chiat\Day)
Creative Director: Jayanta Jenkins (TBWA\Chiat\Day)
Copywriter: Kamal Robinson (TBWA\Chiat\Day)
Art Director: Eze Blaine (TBWA\Chiat\Day)
Director of Branded Entertainment: Jill Kinney (Gatorade)
Marketing Director: Morgan Flatley (Gatorade)
Media placement: TV - FOX Network, 4 Spots - 22 July 2010
Media placement: Digital - FOX.com And SYTYCD.com - 22 July 2010
Media placement: Print - Dance Spirit Magazine - 1 August 2010

Insights, Strategy & the Idea
GATORADE recognized that athleticism goes beyond professional sport, so in 2010 they began speaking about it with the message, “If you’re pushing yourself physically to achieve something -- whatever it may be -- you are an athlete.” To expand the sidelines and promote the democratization of sport, GATORADE chose specific sports to highlight, including Dance.

At the same time, GATORADE launched their new Performance products, sorting Gatorade consumption into three phases: Before, During, and After sports. The challenge was how to highlight the GATORADE Sports & Science Institute (GSSI) and Performance Lab to teach athletes the “how’s” and the “why’s” of these three phases as they related to competitive sport.

To accomplish this, we aligned with Fox’s “So You Think You Can Dance” competitive reality TV show, a timely and targeted platform which served as a catalyst to promote all three objectives.

Creative Execution
We negotiated a multi-platform deal with Fox’s “So You Think You Can Dance” TV show (including a dance-themed mini-site) to highlight GATORADE’s recognition of dance as a sport. Both the mini-site and on-air, in-program content showed the dancers fuelling themselves with our new product at all points of practice: “Prime” before their performances; “Perform” during their rehearsals; and “Recover” in post-performance interviews.

An in-program segment covered both All-Star athletes and their competitors as they were put through our Performance Lab and consulted with a GSSI expert. This further emphasized the science behind the product and the intensity of dance.

Additionally, executive producer/judge Nigel Lythgoe applauded GATORADE for acknowledging the athleticism/intensity behind dance when he announced on air that the winner would be the first dancer to become a GATORADE athlete. Winner Lauren Froderman was featured in our Dance Print campaign and presented with a GATORADE bottle customized with her picture on it.

Results and Effectiveness
Campaign results supported our goal of educating consumers about 1) Our new product, 2) The expansion of our definition of what it means to be an athlete, and 3) The science behind our product.

Pairing our integrations with our ads increased message recall by +154% when compared to that of our stand-alone ads. Our integrations also outperformed all others in unscripted prime time, raising Brand Recall by +17% and Brand Opinion by 100% (IAG).

Co-branded online media received 11 million impressions and drove significant traffic to the mini-site content experience, with over 28.6 clicks.