GIForade brought the Gatorade brand into millions of teen competitive athlete conversations by natively enhancing their Super Bowl experience.

Gatorade produced hundreds of branded GIFs for commenting on the Super Bowl in real time. We recruited a team of elite GIF-makers (respected influencers from communities like GIPHY and Reddit) to remix NFL footage. We also filmed original reaction GIFs with the help of 8 elite NFL athletes, including Peyton and Eli Manning, JJ Watt and Todd Gurley. GIForade GIFs were created to align with the 50 most-searched Super Bowl terms so our library of GIFs could be used to comment on the Super Bowl in real time.

Using GIPHY, GIForade was natively pushed to the keyboards of social media platforms like Twitter, Facebook and Instagram, as well as messaging platforms like iMessage, Messenger, WhatsApp and Slack.

Gatorade recruited a team of Internet-famous GIF-makers (respected influencers from communities like GIPHY and Reddit). And gave them access to something they’d never had before: NFL footage. They remixed over 50 GIFs, adding animations, special effects and Gatorade branding.

We also produced over 200 reaction GIFs with the help of NFL athletes on-site in Minneapolis, the game’s host city. Using last year’s top searched Super Bowl terms, we hand-picked the best GIFs associated with every keyword and had our NFL athletes recreate them.

GIForade launched the day before the Super Bowl. The entire library was natively added to the keyboards of every social media channel and messaging platform using GIPHY’s API.

All assets were strategically tagged with over 2,000 organic and paid search terms. When users searched for a Super Bowl relevant keyword, GIForade GIFs were the top results, as well as having a constant presence in GIPHY’s trending feeds.

GIForade racked up 118 Million views on Super Bowl Sunday alone – more than the actual game’s TV broadcast audience (103MM). It’s also the most by any brand on GIPHY in a single day ever. This helped Gatorade enter the Top 10 brands on GIPHY overnight. But it didn’t stop when the game ended. GIForade became a part of everyday conversations and within 8 weeks, GIForade reached 420 Million views, with 79% of them being earned organically. Tweets from NFL players Travis Kelce, Todd Gurley and Deshaun Watson reached a potential 2 million fans and generated around 2,000 organic engagements.