REPLAY SEASON 2 & 3, 2 by Paragon Marketing Communications, TBWA\Chiat\Day Los Angeles for Gatorade

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REPLAY SEASON 2 & 3, 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, Graham Hughes
Creative Director Steve Howard, Brent Anderson
Senior Art Director Mike Golding, Kyle Grummun
Producer Tim Newfang, Brian O'Rourke
Account Supervisor David Brenner, Paul J Harvey, Mark Hansen, Amy Farias
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
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/Producer: Brian O'Rourke/Tim Newfang (TBWA / Chiat / Day)
Account Executive: Angela Halbeisen (Pulse 220)
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/Account Coordinator: David Brenner/Rashid Ghazi/Paul Harvey/Mike McDonough (Paragon Marketing Group)
Senior Vice President/AS/AS: Adam Tanielian/Courtney Quaye/Julie Mason (Fleishman-Hillard)
Senior Vice President/Executive Producer Regional Production/Vice President Production/Senior Produc: H. Read Jackson/Laura Mickelson (FOX SPORTS NET)
Senior Account Manager/Designer: Brandon McCormick/Chad Greene (VML)
Directors: Loren Mendell/Graham Hughes (FOX SPORTS NET)
Account Executive/Senior Copywriter/Senior Art Director: Sean Ferrell/Mike Gold/Kyle Grummun (TracyLocke)
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: 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
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 and almost cost him his life. Season 3 featured GATORADE-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. For 8-weeks, athletes prepared with training resources from GATORADE and sports nutrition guidance from the GATORADE Sports Science Institute.
The integrated campaign included a branded content documentary TV-series, digital training tools, retail-activation, PR, social-media and grassroots marketing. The culmination of the experience was the big game, where participants proved “once an athlete, always an athlete.”
Results and Effectiveness
In 2010, REPLAY generated 581MM media impressions - +377% from last year.
REPLAY has been featured on every major news outlet.
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.
More importantly, all participants lost weight, reduced body fat and are living healthier due to the sports nutrition guidance provided by GATORADE.