The POWERADE CHALLENGE came to life in the form of a fully interactive outdoor fitness course, where sportsmen could train and compare themselves to each other. To ensure participants were taking the challenge seriously we got the world famous All Blacks involved, they set the times to beat and gave the idea true social currency. The course was designed with the help of Nic Gill, All Blacks strength and conditioning coach, and worked like this: • With the help of a TVC people visited the website, registered and received a Powerade RFID bracelet to wear while running the course.• RFID technology enabled outdoor media to encourage participants as they ran the course.• Ambient media marked the route and reminded sports people of who they were competing against.• Running times were automatically posted to an online leader board.• Specialised vending machines gave runners free Powerade to rehydrate.

The Powerade Facebook page was inundated with people comparing their time and challenging their friends to do the course.In the first 5 weeks 1 in 12 within our core target had signed up to the Powerade Challenge.Massive amounts of media buzz – one of New Zealand’s biggest TV networks signed up to the challenge and provided free PR coverage.Powerade monthly sales went from -3% to +11%.