Gatorade – Replay

Posted in Advertisement, advertising, Alternative advertising, football, game, interactive, viral by tomgooday on June 29, 2010

Replay 1

This is an amazing intergrated campaign by Gatorade, one of the best I have ever seen!

Gatorade reunited the original players (now all in their mid 30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. The game was played on November 25 1993 to be precise. Gatorade became a true athletic partner. For 90 days Gatorade scientists trained and coached these former athletes to help prepare them for the big game. The big re-match was held in the venue of the original 1993 game, Fisher Field, in front of a crowd of 15,000 fans. Gatorade supplied the athletic fuel for the game. With on-field temperatures reaching over 100°F, no players were dehydrated or seriously hurt – talk about the ultimate product demonstration. They also created a 5-part documentary series released online that told the Replay story in order to inspire other former athletes from around the nation. Various bloggers and tweeters picked up this campaign and viewing figures were huge.

The idea cam about as athletic participation plummets drastically once individuals graduate from High School. Family, career and increasing obligations inevitably replace sport and exercise. Per US government statistics, 7 in 10 adults aged over 30 don’t exercise regularly. And thus, aren’t using Gatorade like they used to. Our challenge was to reignite the athletic spark with this group of former Gatorade loyalists

(via http://www.canneslions.com )

Its no Notley High School v Alec Hunter from May 2002 but it is still a pretty good watch 🙂

Replay 2

Here is a little teaser of what Replay 2 has in store.

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