PROJECT: Gatorade Win From Within Campaign
Gatorade was shut out of the 2012 Olympics. Even though G sponsored and fueled 12 of Team USA’s fiercest competitors, restrictions prevented those athletes from holding, drinking or even talking about Gatorade for nearly two months.
For the two weeks leading up to the Olympics, we leveraged G social channels to start a conversation with our core audience that would continue throughout the summer.
We enlisted 12 G athletes to help us seed 12 missions. In each mission, pros shared personal accounts of struggle and success, and then challenged followers to respond with photos and stories showing what drives, inspires and fuels them to #WinFromWithin.
Throughout the Olympics, the most passionate and inspiring user submissions were continuously reposted, re-tweeted and eventually cut into a music video for Gatorade followers to discover and share.
The campaign gained results by simply empowering our audience with the voice of the brand. Too often brands talk to audiences instead of listen. By giving them the platform to showcase the instinctual desire of competition that drives athletes, we unlocked a key insight. Teen athletes are peer driven and when you're in a world of score or be scored on, this audience showed us their desire to win at all costs. We let the voice of the teens speak for the brand. The results showed massive ripple affects.
In just two weeks the campaign generated:
· 11 million social impressions
· 1,400 photo submissions
· 15,000 uses of #WinFromWithin
· 38,000 interactions within brand channels
· 81,365 new Facebook fans
· 4,015 new Twitter followers
· 5,050 new Instagram followers