Cannes Lions

BRAND

TBWA\CHIAT\DAY , Los Angeles / GATORADE / 2014

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Overview

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Credits

Overview

Description

In the US there is a rapidly increasing focus amongst brands, marketers and advertisers on Branded Entertainment initiatives. This focus is fuelled by the desire to increase consumer engagement and increase brand value and affinity. TV networks and broadcasters are eager to partner in Branded Entertainment initiatives, particularly when brands are able to bring unique ideas and executions to the table while offering exclusive access to the celebrities, athletes, teams, etc that they have relationships with.

Execution

The Math

During a game, a team consumes 40 gallons of Gatorade, which comes out to 160 bottles. Through the 24 games a team plays in the season it comes to 3840 bottles.

Bit Bottles

A project where the 3840 bottles the Broncos and Seahawks consumed on their way to Super Bowl XLVIII were used on a digital panel to show that journey.

On these 3840 bottles placed at Trump Soho Hotel in New York we projected the journey of both teams. In the projection, each bottle is filled with a different flavor, as if they were “pixels”, giving the panel a 3D animation aspect.

Outcome

News outlets, such as Forbes.com, covered the stunt during Super Bowl week

Impressions: In a week’s time, approximately 250,000 physical impressions were made at Trump Soho in New York City

Social Chatter: Over 7,000 likes on Gatorade’s Instagram

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