REPLAY SEASON 2 by TBWA\Chiat\Day Los Angeles for Gatorade

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REPLAY SEASON 2

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Industry Soft Drinks
Media Promo & PR
Market United States
Agency TBWA\Chiat\Day Los Angeles
Designer Eze Blaine, Doug Alves
Released July 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
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)
Designer: Eze Blaine/Doug Alves (TBWA \ Chiat \ Day)
Executive Producer/Producer: Brian O'Rourke/Tim Newfang (TBWA \ Chiat \ Day)
Account Executive: Angela Halbeisen (Pulse 220)
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)
Senior Vice President/Account Supervisor: 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)
Manager/Branded Entertainment/Senior Manager/Entertainment Marketing: Lauren Fritts/Jill Kinney (Gatorade)
Director/Producer: Loren Mendell/Graham Hughes (FOX Sports Net)
Account Executive/Senior Copywriter/Senior Art Director: Sean Ferrell/Mike Gold/Kyle Grummun (TracyLocke)
Director Of Photography: Jeff Cunningham (FOX Sports Net)
Lead Editor/Story Producer: Curtis Roen/Mike Hale (FOX Sports Net)
Managing Director: Guy McCarter (Green Room Entertainment)
Group Account Director/Group Director of Strategy/Account Supervisor: Bob Porcaro/Susanna Earnest/Josh Farer (OMD)
Senior Account Manager/Designer: Brandon McCormick/Chad Greene (VML)
Media placement: Television Series - Season 2 - Television - Fox Sports - June 2010
Media placement: Live Event Broadcast - Hockey Game - Television - Fox Sports + Online - May 2010
Media placement: Webisodes - Replaytheseries.com / Youtube - May 2010

Describe the objective of the promotion.
PROBLEM:

Once athletes graduated from high school, their competitive activity declined significantly, as did Gatorade usage and relevance.

Family, career and increasing obligations inevitably replaced sport.

And as athletes exited the world of high school sport, they also exited the Gatorade brand – confirmed by 3rd party industry reports that revealed a sharp decline in sports drink consumption after the age of 18.

OBJECTIVE:

Reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their high school years.

Describe how the promotion developed from concept to implementation.
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 high-school hockey game, where a player’s jugular was accidentally severed by another player’s
Skate- almost costing him his life. Season 3 featured basketball teams, replaying a game from 2000 that ended in a play shrouded in controversy for over a decade. For 8 weeks, athletes trained with resources from Gatorade and sports nutrition guidance from the Gatorade Sports Science Institute.

Explain why the method of promotion was most relevant to the product or service.
This was about more than simply saying something from the TV. It was about weaving the DNA of the brand into the DNA of culture to find more authentic connections with our audience.

The integrated campaign included branded content, a TV series, digital training tools, retail activation, public relations, social media and grassroots marketing in order to:

1. Enable more athletes to experience what Gatorade truly is – A Catalyst for Athletic Achievement.

2. Demonstrate the brand’s functional reason for being – Fueling Athletic Performance.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In 2010, REPLAY generated 568 million media impressions - +377% from last year.

The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf, Gatorade established a REPLAY League and will be staging new international REPLAYs in 2011.

REPLAY has been featured on every major news outlet.

Demand for the REPLAY events was astonishing, as all tickets sold-out to the public – some as fast as 11 minutes.

More importantly, all participants lost weight, reduced body fat and are living healthier due to the sports nutrition guidance provided by Gatorade.