Cannes Lions

SPORTS DRINKS

VML, Kansas City / GATORADE / 2012

Film

Overview

Entries

Credits

Overview

Description

‘Everything To Prove’ was a video series from Gatorade that ran online in the USA. There were no special restrictions or regulations imposed by broadcasting companies, government or other regulating body.

Execution

Our target, teen athletes, is difficult to reach through traditional media. So we went where they already were: online, to create a web series that capitalized on their viewing habits.Weekly episodes ran on NFL.com, Gatorade.com and Gatorade’s Facebook page.Bonus content also went out to blogs, media outlets and social media channels.

The series also attracted both online and on-air media attention. And the stars of the series used their extensive social media reach to add to the conversation.After the series ended, all 30 episodes ran on Stack.com where teen athletes go for advice and training tips.

Outcome

Even with limited support from a minimal media buy, ‘Everything To Prove’ exceeded all goals and expectations. In fact, it beat the results of its previous branded entertainment programs like ‘Replay’ by nearly 200%.Episode views totalled 9.1m.The series generated 8m Facebook and 31m Twitter impressions.Generated an additional 229.6m earned media impressions.93.5% of teens found the content to be appealing.80.5% of teens found it to be relevant to their training and nutrition habits.‘Everything to Prove’ has returned for a second season to strong episode views and buzz.Talks are currently under way to turn the web series into a national television program.‘Everything To Prove’ was the highest-viewed video content during NFL.com’s off-season, training camp and preseason.It became the most watched and most talked about branded entertainment content in the history of the Gatorade brand.

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