Powerade is such a complete sports drink, it was chosen by FIFA to hydrate 2010 World Cup athletes. But, most of the world isn’t quite sure of what Powerade is. Or what it does. So we started The Never-Ending Game – a campaign that expressed Powerade’s ability to recalibrate a player’s mind and body – allowing them to enjoy more of the game they love. A dedicated YouTube channel hosted a film that told the story of athletes battling through dehydration and pain to start a new game. A game so inspiring, it spread throughout the world. Additional content was peppered throughout the film, showing a player’s inner thoughts. Quick, informational tips explained the science behind Powerade, and how it helps athletes play better – longer.

The campaign began with the launch of an online film hosted on a a dedicated YouTube channel. Outdoor, Print and TV spots ran during the following weeks, driving traffic to the youtube channel.

In addition, viral videos were embedded into social networks. By strategically tagging the videos, users in search of football, during the world cup, were directed to the Never-Ending Game You Tube channel.

The Campaign launched on March 22, 2010 and has recieved over 300,000 views as of April 15, 2010.