THE PROBLEM7 in 10 adults over age 30 don’t exercise regularly.And thus aren’t using Gatorade as they used to.THE CHALLENGEReignite the athletic spark among this 30+ age group.THE 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.

THE RESULTS• REPLAY web content engaged audiences 6X longer than the average YouTube video.

• Over 15,000 fans in attendance. Game sold out in 90 minutes. The original coaches and cheerleaders returned.• REPLAY Generated US$3,415,255 worth of earned media (from just US$225K in paid media.)• Named as one of CNN’s Top Stories of 2009.• Currently a documentary television series broadcast to 90 million households.• Nominations are currently being taken for REPLAY Season II and Season III, both slated for 2010.• Calls from nearly every major movie studio all interested in making REPLAY a feature film.