The Brief

As a professional Sports beverage, “Mizone” is Gatorade’s direct competitor. Compared to our competition’s huge media investment. Gatorade’s marketing budget is small in China. Gatorade wanted to communicate its rehydration message to consumers – not just at point-of-sale, but at point-of-thirst.

Describe how the promotion developed from concept to implementation

With this challenge in mind, we used the environment as our medium, creating special outdoor ads to communicate to our core customer base generating huge talk value. The sprayers on a football field rehydrate the grass. Gatorade rehydrates the body. We created a field of Gatorade sprinklers. This idea has also been implemented to other playing fields.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within 6 days, we managed to garner 780,000 mentions on Weibo (China’s Twitter), as well features across nationwide press.

Explain why the method of promotion was most relevant to the product or service

With strong affiliation with the major telecommunications companies, China Mobile enables marketers to locate their targets in a specific area via location based MMS advertising. Consumers would receive a digital coupon via mobile phone for a free bottle of Gatorade when getting close to the sprayer.