Gatorade

Put the work into teamwork.  

Whether it’s stepping up in strategic huddles or executing game-changing creative, VML leaves it all on the field. Gatorade asks us every day to lead it, and we raise its expectations by taking digital marketing to new heights. We’re constantly pushing one another to become better. Because that’s what great teammates do.

G Series FIT

Challenge

With the approaching launch of G Series FIT, we were amazed to discover that the FIT target didn’t think Gatorade was for them. They were former competitive athletes going to the gym to stay in shape and their new scoreboard was how they looked and felt about their bodies. With the product about to hit stores, we needed to max out that insight.

Idea

VML placed Gatorade online in relevant online environments where fitness athletes live and supported them in achieving their fitness goals. Together with Gatorade, VML created a digital ecosystem including web, mobile and social experiences to educate on FIT products while giving our target consumers the tools, content and motivation to shape up their workouts. The cornerstone of the experience was featuring the G FIT Team of experts, which allowed us to tone up multiple touch points with exclusive content

Results

Groundbreaking creative and thoughtful strategy led to substantial interactions across multiple media and content executions. Product awareness saw huge gains, and the range of touch points helped G Series FIT support millions of fitness athletes’ goals and firm up its place in the fitness category. 

Gatorade iPad Application

Challenge

Sports Illustrated was about to launch its new iPad application with Gatorade as one of the premier launch partners. What better time to show G Series as a game-changer on the playing field than as a game-changer in a new marketing medium?

Idea

Working directly with the publisher, VML pushed the technology within the application beyond the initial technology specs. The creative result was Flick Football and Shot Clock Shootout, two immersive game experiences that combined classic analog games with the iPad’s unique touch screen functionality. Both applications showcased G Series at critical moments, and the multiplayer functionality allowed users to take on friends just like the originals.

Results

People took notice. There was nothing like it in any magazine’s iPad application, and both experiences were well engaged by Sports Illustrated readers. The marketing community was also impressed, calling it one of the best iPad advertisements to date. Score one for Gatorade.

Mission Control

Challenge

 

As social media and the digital sphere grew, Gatorade found ways to engage with consumers through social channels but quickly realized that engaging was only one piece of the puzzle. Testing the waters within the digital space, Gatorade was in need of a solution to bring its ecosystem together in an organized way to create action-based objectives and a proactive digital and social strategy.

Idea

 

In order to bring digital to the core of it’s marketing, Gatorade, in connection with VML, Fleishman-Hillard and OMD, created Mission Control in 2010. Mission Control would serve as the source for athlete knowledge and real-time insights. The cross-agency team of different expertise can monitor and engage in real time, build time-efficient insights, experiment, and quickly take action to provide our core audiences with the most up-to-date information to drive athletic performances.

 

Results

 

In the past two years, Mission Control has integrated online efforts, generated ongoing relationships with our audiences and developed deep insights to improve our social graph. As a result, Mission Control drastically shifted conversation away from basic online chatter into two-way dialogues focused on sports performance and sports nutrition. The team also increased site traffic and deeper education of our product lines and provided in-depth knowledge of our core consumers and our audience personas on a larger scale. 

Related Capablilties

Everything to Prove

Challenge

According to Gatorade's research, performance athletes viewed training harder as more critical to athletic improvement than adding G Series and sports nutrition to their training regimen. VML took the opportunity to show athletes how Gatorade's G Series could take their game to the next level through the Everything to Prove series.

Idea

NFL Films, VML and Gatorade's Public Relations Agency of Record Fleishman-Hillard combined forces to deliver the Everything to Prove series. The series shows how nutrition fuels one of the toughest journeys in professional sports: the road from college football to the NFL. For seven months the team documented 15 of the nation’s top rookies to capture how nutrition fueled their performance and how the breakdowns and the breakthroughs contributed to their dreams of playing in the NFL.

Results

Gatorade was in the spotlight throughout the NFL off-season, providing content at a time when there was much to be desired about the players, especially during the NFL lockout. In the end, VML and Gatorade made the perfect play to get eyes on the sports nutrition message by creating the most watched and talked about content in Gatorade’s history.

 

View the Everything to Prove series at NFLfilms.com.

Gatorade.com

Challenge

Thousands of athletes visit Gatorade.com every day and with so many of them seeking info on the new G Series, VML needed to share product benefits in a unique way. The Gatorade.com home page is prime real estate, and there is a huge opportunity to create impactful experiences to educate and make athletes say, “That’s G.” 

Idea

VML decided to take the Gatorade.com home page experience to another level. Eye-popping visual displays were developed to showcase our most recognizable G athletes and create one-of-a-kind interactive experiences for teens. Each visitor to Gatorade.com was met by an engaging and visually stunning home page experience. And G Series was the hero of it all.

Results

Each new campaign brought creative challenges, but those challenges were turned into opportunities to set the G Series product story apart. The home page experiences drove site page views through the roof and helped lengthen the brand’s face time with each athlete who stepped up to learn more about G Series. What they learned was exactly why “That’s G.”