Fuel an opportunity every athlete dreams of - a second chance. Gatorade created a 5-part online documentary film that reunited the original players (now all in their mid-30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. For 90 days Gatorade provided training and nutritional advice to help prepare these former athletes for the big game.We called the online documentary series ‘Replay.’ The Replay trailer was seeded and spread through out YouTube, Facebook and sports blogs. The 5 long-format episodes were housed on Gatorade’s very own sports/entertainment content website, MissionG.com. The live Replay event was broadcast on local TV within the New Jersey and Pennsylvania region.Because the Replay series became a blockbuster sports documentary online, the Replay series was quickly picked up nationally with an hour-long version of the series airing on a major sports network.

A majority of participants made dramatic health improvements. Many lost over 25 pounds, added muscle and altered poor eating/exercise habits. Bruce Lebitz is a great example of the changes the players made. Bruce lost 57 pounds and was able to come off his cholesterol and blood pressure medication.Created news, not advertising. $3,415,255(US) worth of earned media from just $225K in paid media – a 14,000% ROI.Named as one of CNN’s Top Stories of 2009.Game sold out in 90 minutes. Tickets fetched 6 times their face value on eBay.

6-page editorial feature story in Men’s Health.REPLAY is now a documentary television series broadcast to 90 million households.Thousands of athletes have petitioned Gatorade to be selected for the next REPLAY game, scheduled for 2010.Regional Gatorade sales increased by 63%