PROBLEM7 in 10 adults over age 30 don’t exercise regularly.CHALLENGEReignite the athletic spark among this 30+ age group.SOLUTIONFuel an opportunity every athlete dreams of - a second chance.Gatorade reunited the original players – now mid 30s – to replay a high school football game from 1993 that ended in a 7-7 tie.RESULTS• No traditional TV or print media buy. Generated US$3,415,255 worth of earned media (from just US$225K in online paid media.)• Originally a 5-episode web film, REPLAY is currently a documentary television series broadcast to 90MM households.