Branded Entertainment is very vague in Puerto Rico. Sponsorships and product placements is the most common approach to bring brands close to entertainment.

The stations were placed right at the finish line of Puerto Rico’s most important 10k race, gyms and Crossfit Boxes. As they crossed the finish line, runners had the chance to capture their true inner effort with the infrared cameras, they were able to showcase it in the event and these photos were also sent to them, transforming the way the shared their results in their social networks. At gyms and Crossfit Boxes, athletes could use the stations to capture their true inner effort and share in their social networks too.

We gave more than 20,000 athletes who love to share every detail of their runs and workouts in their social networks, a way to share something that truly captured their effort, while letting them know the importance of staying hydrated with Gatorade after putting it all to the test.