Running has become a national phenomenon in Argentina. Gatorade wanted to connect with this group. A strong insight was found: some people prefer to run during the day, some at night. A product and a massive PR event were created based on this insight.

Product: Gatorade Day and Night.

Event: Day vs Night Challenge.

Two runners, one running during the day, the other running at night, facing off in a race at the same moment in time. One in Buenos Aires, the other in Tokyo. Their training became ESPN documentaries. A digital platform was developed to let people support the runners and express their views on day vs. night running. The race was transmitted live via Internet and also followed in an ESPN special. The night ambassador was the winner. People cried out for revenge and Gatorade proposed a new challenge: 10,000 people ran a 10k representing day or night.

On November 12th 2010, Gatorade presented on ESPN two runners: Santiago Amigo (Day ambassador) and Takuma Takei (Night ambassador). Their training became ESPN documentaries broadcasted on prime time. A digital platform followed them every step of the way.

Thousands of runners supported Santiago or Takuma through the website. More importantly, they expressed their views on day vs. night running.Meantime, all across Argentina, runners could hydrate with the two new Gatorade flavours: Day and Night.The race was supported by the Buenos Aires city government and the Japanese Embassy and transmitted live on December 4th via Internet. Additionally, there was an ESPN special on the race. Takuma Takei, the night ambassador, was the winner.After finishing, a huge group of people sought for revenge and Gatorade heard the call. On January 15th 2011, 10,000 people ran a 10k in Mar del Plata representing day or night.This time, Day won.

- In only 6 weeks, sales of Gatorade Day&Night surpassed the 4 months volume forecast.- 300,000 unique visitors from 54 countries followed the challenge on Gatorade´s website (more visits than Nike 10k & Adidas 42K 2010, the biggest running events in Argentina).- The challenge was included in running event calendars by sport blogs and press.-12,000 people followed the race lively via twitter.

- ESPN specials of the challenge and the 10K (revenge) were aired 6 and 5 times, respectively, to meet demand.

- Gatorade Challenge videos on ESPNPLAY.COM have been the site’s most viewed videos for more than 3 months.

- 3,000 "Day tweets" sought revenge when Takuma, the night ambassador, won the challenge.

- 3 million people talked about Day vs Night via Twitter.

- 1,5 MM Media Value.