Case Study: Gatorade REPLAY
What if you could re-play the biggest sports match or game of your life? This is the simple idea behind Gatorade REPLAY.
REPLAY is a highly successful brand entertainment property created by TBWA\Chiat\Day Los Angeles for Gatorade sport energy drink, and it quickly caught the public imagination following its launch in the US in April 2009.
The goal was to broaden the appeal of Gatorade, a brand first created for and consumed by athletes to combat dehydration, by broadening what it means to be an 'athlete'. This, in turn, would enable Gatorade to appeal to men over 30 who consumed the sports energy drink in their youth when they were more active. Seventy per cent of US adults do not exercise enough, research shows.
The REPLAY concept, a re-match event supported by an accompanying video series - initially distributed via the web, subsequently on network TV - has been highly successful in the US where three series have been made and it is fast-becoming a global phenomenon as the concept is now being rolled out in other markets.
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