GATORADE TRAIN WITH A PRO
THE BRIEF Create a national high school football program rooted in Gatorade’s role in fueling young athletes. The program must drive local relevance and engagement.
THE CHALLENGE Create a compelling program that is able to drive connection between retailers, their local communities, and provide an opportunity for aspiring high school athletes.
THE SOLUTION The first step in cracking the code for this program was about finding a common thread that would connect the three pillars mentioned in the challenge above (communities, retailers, and high school athletes). That common ground was pride - retailers have pride for the local communities they provide for, parents have pride for their athletes, and athletes have pride for their teammates. Our intention was to use the power of Gatorades roster of professional teams to elevate the performance of those who thirsted for it. Our execution was simple, show your pride for your team by voting for a chance to train with a NFL players from your area. We created a digital hub where high school communities would compete with other schools in their region through a simple daily vote mechanism. For continued engagement we created real time leaderboards to ignite the competition and worked with NFL films to release weekly performance and nutrition tips from our Gatorade athletes.
