Gatorade consumer engagement brief

1. Gatorade
emily tschirhart

2. getting to know Gatorade
• flavored sports drink
• division of pepsi
• mission: enable athletes to
perform at their peak

3. consumer engagement
• reach out to consumers
• encourage response
• engage consumer activity
through social media outlets

4. building off current social
media...
• Facebook community is
increasingly strong

5. re-focus Twitter
• good tweet “How does a regular guy compare to an
athlete like Dwight Howard? ESPN hits the Gatorade Performance Lab
to find out. http://es.pn/cw31I4”
• bad tweet “@MichaelBlight Wow! That's quite the stack of
paper!”

6. video blogging
• utilize athletes sponsored by
gatorade
• blogger outreach

7. get inside user forums
• reach out to forums Gatorade
is discussed in
• found in topics of: sports,
healthy diet or athletic
training

8. the competition
• competition for best user-
generated video
• connect with the regular joe
• Google AdWords for locations
Gatorade is found

9. measuring success
• build a new website for video
submissions
• google analytics, user
uploads, #hashtags

10. timeline
• February- month of solid
promotion
• March- video submission begins
• April 1- submission deadline
• April 7- top 10 videos
featured
• April 14- judging commences

11. budget• Twitter- no cost
• video blog w/ athletes- no
cost
• user forum monitoring- no cost
• AdWords- $5 bid a day for each
word (approx. $1500)
• new website- $3000
• day with athlete- flight,
activity, free apparel &
products, accommodations