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IS IT IN YOU? ATORADE

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Page 1: Adv 420 final

IS IT IN YOU?

ATORADE

Page 2: Adv 420 final

Gatorade• Founded in 1965 at the University of

Florida by researchers, Dr. Robert Cade, Dr. Dana Shires, Dr. H James Free and Dr. Alejandro de Quesada

• A sports drink made to replenish the combination of water, carbohydrates, and electrolytes that athletes lost during rigorous activities

• Today Gatorade can be found on the sidelines of more than 70 Division/colleges as the official sports drink of their men’s and women’s intercollegiate sports

Manufactured by PepsiCo

Demographics:Athletic men between 18-25

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oals

• Increase brand awareness

• Gain new clientele– Target a more range

of consumers outside of the 18-25 age range

• Keep current consumers– Create incentives,

discussion, while reinforcing why Gatorade is the best

Proposed budget of $500,00

TwitterFacebookYouTubeBlogGoogle

Broaden new media and online interactionTwitter, Facebook, Google, YouTube, Forums and Blogs

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Social Media

• Social Networks:– Facebook

• More fan to company interaction• Develop more apps• Create discussion boards

– 90% of consumers trust peer reccomentdations

• Create groups– Twitter

• Encourage more followers to tweet about why they love Gatorade • More interaction with followers

– YouTube• Post videos involving the brand and their athletes along with

videos of people from all over– Google Page

• Develop page more• Encourage more people to put Gatorade in their circle

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Mission Control

• Goal: Take the largest sports brand in the world and turn it into largest participatory brand in the world

• Center created to monitor the brand in real-time across social media

• Room features six big monitors to track the number of data visualizations and dashboards.

• Tracking terms relating to its brand, including competitors, as well as its athletes and sports nutrition-related topics

• Allows their fans increased access to its athletes and scientists

• Reporting up to 250% increases in engagement and 15+% decreases in exit rates for specific pages’ content

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BrandingTarget:

Athletic young men and women

Sponsorships with athletes such as Michael Jordan, Dwayne wade, Peyton Manning and Derek Jeter

Striving to be the best sports drink for athletes through hydrating them where water cannot

BE LIKE MIKE

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Blog Your Way To Success: Obey Your Thirst

• Millions of people are on blogs everyday, can reach bloggers from all around the world

• Easy way to monitor what people are saying about you, the market you sell to, your organization and its products

• Great way to communicate with your consumers • Blog about interesting stories and get your fans

involved as well• Create events off line and on along with contests

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Competition

• Vitamin Water• Redbull• Fruit Drinks

Main Competitor:• Powerade

– Manufactured by Coca-Cola– Same target audience– Professional athlete sponsorships with Derrick Rose, Chris Paul, Chris Johnson

and the Olympics

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Measure of Success• Mission Control– Number of fans, tweets, and brand

mentions• Sales and Net Revenues• Blog and Discussion Forums– Number of users and comments

• Google Tools– Youtube Insight– Ad Planner– Keyword Tool

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Timeline