Gatorade Fuel Lab Introduces Science-Backed Products
In 2016, Gatorade expanded its product line with Gx, an ecosystem of science-backed products designed to change how athletes “fuel” through biometrics and alternative food forms. What better event to activate this sports “fuel” (versus sports “drink”) messaging than at the innovation-driven SXSW festival in Austin. The Gatorade Fuel Lab was an experience that drove awareness around what the brand is bringing to market in the coming years—including its focus on customization and science.
Inside the futuristic sports lab environment, attendees took a survey on their opinions about the brand, as hosts led groups of 10 into a video chamber to be introduced to Gx (wearing noise canceling headsets, silent disco-style). Next up was the “hydration customization chamber,” where each attendee was greeted by a touch screen with their name on a customizable ring that sat on top of the new Gatorade Gx bottle. They then chose their bottle color of choice, Gatorade formula type, ID ring pattern and the name on the ID ring. From there, the Future of Fuel Video Chamber unveiled Gatorade’s innovations surrounding the “24/7” athlete. The experience wrapped with a visit to the Locker Room of the Future, where attendees saw examples of sample pro athlete fuel plans presented on interactive displays with speculative interfaces for what fuel plans of the future would look like. After a few minutes, a locker wall with 10 compartments came alive and displayed each attendee’s name and, inside, attendees found the customized bottle they designed, and a bag of Gatorade product samples introduced earlier in the experience.
More than 8,100 attendees experienced the lab, and more than 3,245 Snapchat geofilter uses were recorded. And the futuristic experience earned upwards of 219 million media impressions.