Gatorade Replay 2 & 3|短视频|广告营销案例【ADGuider广告指南】

佳得乐重播 2 & 3

案例简介：描述活动/条目: 问题: 一旦运动员高中毕业，他们的竞技活动就会显著下降，佳得乐的使用和相关性也是如此。挑战: 重新点燃这些运动员之间的竞争火花，将佳得乐的忠诚度延伸到高中以上。策略: 为每个运动员梦想的机会加油 -- 第二次机会。想法: 去年重赛带来了两个最初的 1993 支足球队，以 7 比 7 的比分重赛。今年，作为重播的普遍吸引力的证明，该平台扩大了。更多的运动员获得了第二次机会，第二季重新开始了一场未完成的 1999 米密歇根地区高中曲棍球比赛，一名明星球员的颈静脉被另一名球员的滑板意外切断, 一场几乎让他丧命的悲剧。第三季以芝加哥地区的篮球队为特色，重播了 2000年的一场比赛，这场比赛在长达十多年的争议中结束。描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。综合活动包括品牌内容纪录片电视连续剧、数字培训工具、零售激活、公关、社交媒体和基层营销。佳得乐与失散多年的队友重聚，并让他们重新融入体育世界。经过八周的艰苦训练，运动员利用佳得乐的资源和佳得乐体育科学研究所的运动营养指导进行训练。短形式的视频在网上播播，同时突出重播旅程的元素，包括疼痛、训练和争议等主题。佳得乐还推出了数字重播训练工具，包括锻炼技巧和运动营养建议，任何受重播启发的运动员都可以通过在线访问这些工具来帮助他们塑形。重播也作为一部成熟的电视连续剧播出，在福克斯体育网络上向 9500万订户播放。每个重播赛季的高潮都是一场重要的比赛，回归的参与者会走上售罄的体育场一劳永逸地解决比分问题。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法: 2010，重复产生 581 毫米媒体印象-377% 从去年。重播已经出现在每个主要的新闻媒体上，包括: ESPN 、今日美国、哥伦比亚广播公司体育和体育画报，其中对重播事件的需求令人惊讶, 因为所有的门票都向公众出售了 -- 有些在 11 分钟内就卖完了。重播的吸引力在全球传播开来 -- 在其他国家开始要求在他们的地盘上重播之后，佳得乐将在 2011年举办新的国际重播。成千上万的运动员要求第二次机会。作为回应，佳得乐创建了重播联盟，允许任何球队在佳得乐的支持下进行自己的重播游戏。更重要的是，由于佳得乐提供的运动营养指导，所有参与者体重减轻，体脂减少，生活更健康。

佳得乐重播 2 & 3

案例简介：Describe the campaign/entry: PROBLEM: Once athletes graduated from high school, their competitive activity declined significantly, as did Gatorade usage and relevance. CHALLENGE: Reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their high school years. STRATEGY: Fuel an opportunity every athlete dreams of – a second chance. IDEA: Last year Replay brought two original 1993 football teams together to replay a 7-7 tie. This year, as a testament to the universal appeal of REPLAY, the platform expanded. More athletes were given a second chance, as Season 2 restaged an unfinished 1999 Michigan-area high school hockey game, where a star player had his jugular accidentally severed by another player’s skate, a tragedy that almost cost him his life. Season 3 featured Chicago-area basketball teams, replaying a game from the year 2000 that ended in a last second play shrouded in controversy for more than a decade. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. The integrated campaign included a branded content documentary TV series, digital training tools, retail activation, PR, social media and grassroots marketing. Gatorade reunited long-lost teammates and re-immersed them into the world of sport. For eight grueling weeks, athletes trained with resources from Gatorade and sports nutrition guidance from the Gatorade Sports Science Institute. Short-form videos were seeded online, episodically highlighting elements of the REPLAY journey, including themes like pain, training and controversy. Gatorade also launched digital REPLAY training tools, including work-outs tips and sports nutrition counsel that any athlete inspired by REPLAY could access online to help them get into shape. REPLAY was also broadcast as a full-fledged TV series, airing to 95 million subscribers on the Fox Sports Network. The culmination of each REPLAY season was the big game, where returning participants stepped out onto sold-out stadiums to settle the score once and for all. Give some idea of how successful this campaign/entry was with both client and consumer: In 2010, REPLAY generated 581MM media impressions - +377% from last year. REPLAY has been featured on every major news outlet, including: ESPN, USA Today, CBS Sports, and Sports Illustrated, among others Demand for the REPLAY events was astonishing, as all tickets sold-out to the public – some in as fast as 11 minutes. The appeal of REPLAY spread globally – after other countries began demanding REPLAY on their turf, Gatorade will be staging new international REPLAYs in 2011. Thousands of athletes demanded a second chance of their own. In response, Gatorade created the REPLAY LEAGUE allowing any team to carry out their own REPLAY games with Gatorade support. More importantly, all participants lost weight, reduced body fat and are living healthier due to the sports nutrition guidance provided by Gatorade.