REPLAY SEASON 2 by Paragon Marketing Communications, TBWA\Chiat\Day Los Angeles for Gatorade

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REPLAY SEASON 2

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Paragon Marketing Communications
Agency TBWA\Chiat\Day Los Angeles
Director Loren Mendell
Producer Tim Newfang, Graham Hughes
Released July 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: GATORADE
Product/Service: SPORTS DRINK
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jul 15 2010
Entrant Company: TBWA\CHIAT\DAY LA, Los Angeles, USA
Worldwide Creative Director: Lee Clow (TBWA / Chiat / Day)
Group Creative Director/Executive Producer: 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: Brian O'Rourke (TBWA / Chiat / Day)
Producer: Tim Newfang (TBWA / Chiat / Day)
Executive Director of Integrated Production: Richard O'Neill (TBWA / Chiat / Day)
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 (TBWA / Chiat / Day)
Partner/Partner/Account Supervisor: David Brenner/Rashid Ghazi/Paul Harvey (Paragon Marketing Group)
Senior Vice President/AS/AS: Adam Tanielian/Courtney Quaye/Julie Mason (Fleishman-Hillard)
Senior Vice President/Executive Producer Regional Production: H. Read Jackson (FOX SPORTS NET)
Vice President of Production/Senior Producer: Laura Mickelson (FOX SPORTS NET)
Director: Loren Mendell (FOX SPORTS NET)
Producer: Graham Hughes (FOX SPORTS NET)
Director Of Photography/Lead Editor/Story Producer: Jeff Cunningham/Curtis Roen (FOX SPORTS NET)
Manager, Branded Entertainment/Senior Manager, Entertainment Marketing: Lauren Fritts/Jill Kinney (Gatorade)
Managing Director: Guy McCarter (Green Room Entertainment)
Group Account Director/Group Director of Strategy/Account Supervisor: Bob Porcaro/Susanna Earnest/Josh Farber (OMD)
Media placement: Television Series - Season 2 - Television - Fox Sports - June 2010
Media placement: Live Event - Hockey Game - Detroit, MI - May 2010
Media placement: Webisodes - Replaytheseries.com / Youtube - May 2010
Insights, Strategy & the Idea
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.
OBJECTIVES:
1. Enable more athletes to experience what GATORADE truly is – A Catalyst for Athletic Achievement.
2. Demonstrate the brand’s functional reason for being – Fuelling Athletic Performance.
INSIGHT:
No matter how great you are or how many championships you’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. It’s why we both love and hate the finality of sport. So we wondered what if we could change this truth about sport.
Creative Execution
Last year REPLAY brought two 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 player’s jugular was accidentally severed by another player’s skate- almost costing him his life. GATORADE reunited the original players to REPLAY that game.
This branded content documentary followed the returning players for 8-weeks as they juggled their work schedules and family responsibilities with training resources from GATORADE and sports nutrition guidance from the GATORADE Sports Science Institute. We captured the entire REPLAY journey and broadcast it nationally on cable TV as a full-fledged sports television show, revealing the pain, struggles, triumph and rediscovery in the lives of the athletes as they prepared to settle the score once and for all.
Results and Effectiveness
In 2010, REPLAY generated 581 million media impressions - +377% from last year.
Branded content research firm, iTVX, ranked REPLAY as one of the highest performing examples of branded content in the category.
The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf, GATORADE will be staging new international REPLAY’s 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.
REPLAY has been featured on every major news outlet.