In 2010, REPLAY generated 581MM media impressions - +377% from last year. REPLAY has been featured on every major news outlet.The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf GATORADE will be staging new international REPLAY’s in 2011.Thousands of athletes demanded a second chance of their own. In response, GATORADE created the REPLAY LEAGUE - allowing any team to carry out their own REPLAY games with GATORADE support.

More importantly, all participants lost weight, reduced body fat and are living healthier due to the sports nutrition guidance provided by GATORADE.

Last year REPLAY brought two 1993 football teams together to replay a 7-7 tie. This year, as a testament to the universal appeal of REPLAY, the platform expanded.More athletes were given a second chance, as Season 2 restaged an unfinished 1999 Michigan-area high school hockey game, where a player’s jugular was accidentally severed by another player’s skate and almost cost him his life. Season 3 featured GATORADE-area basketball teams, replaying a game from the year 2000 that ended in a last second play shrouded in controversy for more than a decade. For 8-weeks, athletes prepared with training resources from GATORADE and sports nutrition guidance from the GATORADE Sports Science Institute.The integrated campaign included a branded content documentary TV-series, digital training tools, retail-activation, PR, social-media and grassroots marketing. The culmination of the experience was the big game, where participants proved “once an athlete, always an athlete.”

PROBLEM:Once athletes graduated from high school, their competitive activity declined significantly, as did GATORADE usage and relevance.CHALLENGE:Reignite the competitive spark among these athletes, extending GATORADE loyalty beyond their high school years.OBJECTIVES:1. Enable more athletes to experience what GATORADE truly is – A Catalyst for Athletic Achievement.2. Demonstrate the brand’s functional reason for being – Fuelling Athletic Performance. INSIGHT:No matter how great you are or how many championships you’ve won, all athletes have one game or moment they wish they could change the outcome of. But in sport, there are no second chances. It’s why we both love and hate the finality of sport. So we wondered what if we could change this truth about sport.