Gatorade: REPLAY SEASON 2 & 3 [Video] by TBWA\Chiat\Day Los Angeles for Gatorade

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Gatorade: REPLAY SEASON 2 & 3 [Video]

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Industry Soft Drinks
Media Promo & PR, Case study
Market Australia
Agency TBWA\Chiat\Day Los Angeles
Creative Director Steve Howard, Brent Anderson
Senior Art Director Mike Golding, Kyle Grummun, Sean Ferrell
Senior Copywriter Mike Golding, Kyle Grummun, Sean Ferrell
Released June 2011

Awards

Cannes Lions 2011
Titanium and Integrated Lions - Bronze

Credits & Description

Type of Entry: Titanium and Integrated
Title: REPLAY SEASON 2 & 3
Advertiser/Client: GATORADE
Product/Service: SPORTS DRINK
Entrant Company: TBWA\CHIAT\DAY LA Los Angeles, USA
Advertising Agency: TBWA\CHIAT\DAY LA Los Angeles, USA


Worldwide Creative Director: Lee Clow (TBWA\Chiat\Day)
Group Creative Director/EP: 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)
Researchers: Scott James & Bill Sudell (FOX SPORTS NET)
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 (Gatorade)
Partner / Partner / Account Supervisor / Account Coordinator: David Brenner/Rashid Ghazi/Paul Harvey/Mike McDonough (Paragon Marketing Group)
Sr VP / AS / AS: Adam Tanielian/Courtney Quaye/Julie Mason (Fleishman-Hillard)
SVP/EP Regional Production / VP Production/Senior Producer: H. Read Jackson / Laura Mickelson (FOX SPORTS NET)
Director / Producer: Loren Mendell / Graham Hughes (FOX SPORTS NET)
Account Executive / Senior Copywriter / Senior Art Director: Sean Ferrell / Mike Gold / Kyle Grummun (TracyLocke)
Manager, Branded Entertainment / Sr. Manager, Entertainment Marketing: Lauren Fritts / Jill Kinney (Gatorade)
Production Coordinator / Lead Editor and Story Producer: Brittany Bideaux and Curtis Roen & Mike Hale (FOX SPORTS NET)
Group Account Director/Group Director of Strategy/Account Supervisor: Bob Porcaro/Susanna Earnest/Josh Farber (OMD)
Managing Director: Guy McCarter (Green Room Entertainment)
Senior Account Manager / Designer: Brandon McCormick / Chad Greene (VML)
Describe the campaign/entry:
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.
STRATEGY: Fuel an opportunity every athlete dreams of – a second chance.
IDEA: Last year Replay brought two original 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 star player had his jugular accidentally severed by another player’s skate, a tragedy that almost cost him his life. Season 3 featured Chicago-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.
Give some idea of how successful this campaign/entry was with both client and consumer:
In 2010, REPLAY generated 581MM media impressions - +377% from last year.
REPLAY has been featured on every major news outlet, including: ESPN, USA Today, CBS Sports, and Sports Illustrated, among others
Demand for the REPLAY events was astonishing, as all tickets sold-out to the public – some in as fast as 11 minutes.
The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf, Gatorade will be staging new international REPLAYs 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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The integrated campaign included a branded content documentary TV series, digital training tools, retail activation, PR, social media and grassroots marketing.
Gatorade reunited long-lost teammates and re-immersed them into the world of sport. For eight grueling weeks, athletes trained with resources from Gatorade and sports nutrition guidance from the Gatorade Sports Science Institute.
Short-form videos were seeded online, episodically highlighting elements of the REPLAY journey, including themes like pain, training and controversy.
Gatorade also launched digital REPLAY training tools, including work-outs tips and sports nutrition counsel that any athlete inspired by REPLAY could access online to help them get into shape.
REPLAY was also broadcast as a full-fledged TV series, airing to 95 million subscribers on the Fox Sports Network.
The culmination of each REPLAY season was the big game, where returning participants stepped out onto sold-out stadiums to settle the score once and for all.