Gatorade Repositions Itself as a ‘Sports Fuel’ Brand
This dynamic activation established Gatorade as an innovative brand to athletic trainers and demonstrated its shift from a singular product focus to the 24/7 athlete and sports fuel. Technology brought that message to life in a journey that informed attendees in a hands-on and self-directed way.
At registration attendees received an RFID-equipped tag to check in at various stations, including a Gatorade Fuel Bar with interactive monitors where Tangible Object Detection revealed facts and compared features and benefits of Gatorade products. Using an iOS app, attendees could download PDFs with information on talks presented by sports nutrition experts. A multi-touch infrared screen allowed attendees to explore the future of sports fuel and nutrition by watching videos, looking at images, opening text boxes and creating their own learning path. Attendees then checked out using RFID, filled out a survey and swiped a touchscreen to create a customized sports bottle as a gift. RFID also enabled Gatorade to learn about the attendees by monitoring and recording their interactions and tying those interactions to individual customers.
Nearly 4,500 attendees registered at the exhibit and 90 percent completed the journey. Average dwell time was 31 minutes. Now that’s fuel for thought.