With the introduction of G Series designed to fuel an athlete before, during and after a workout or game, Gatorade went beyond sports hydration and into the world of sports nutrition. But our target, teen athletes, didn't view sports nutrition as important to their performance. The goal was to convince teen athletes that proper sports nutrition is the key to reaching that next level. We recruited 15 of the top NFL Rookie prospects to incorporate proven fueling habits into their training programs to help them overcome one of the toughest challenges in sports today: the road from NFL prospect to NFL pro.

Launch the campaign
Published
August 2012
Topics

The Story

With the introduction of G Series designed to fuel an athlete before, during and after a workout or game, Gatorade went beyond sports hydration and into the world of sports nutrition. But our target, teen athletes, didn't view sports nutrition as important to their performance. The goal was to convince teen athletes that proper sports nutrition is the key to reaching that next level. We recruited 15 of the top NFL Rookie prospects to incorporate proven fueling habits into their training programs to help them overcome one of the toughest challenges in sports today: the road from NFL prospect to NFL pro.

As the Rookies saw results in their performance, they became sports nutrition advocates themselves and began tweeting and Facebooking directly with their fans. This resulted in eight million Facebook impressions and 31 million Twitter impressions. Episode views of the web series reached 9.1 million. The program earned an additional 229.6 million earned media impressions. 93.5% of teens found the content to be appealing and 80.5% found it to be relevant to their training and nutrition habits. Everything to Prove became the most watched and talked-about content program in the history of Gatorade Brand.

The Technology

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    Mobile

    iOS

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    Social

    Facebook

The Results

We set out to establish a program that generated enough mass appeal that Gatorade would have a broad platform to associate sports nutrition with sports performance among the teen audience. Everything to Prove became the most watched and most talked about branded content in the history of the Gatorade brand. The program generated more than 5.5 million episode views, beating our goal by 126%.

Launch Date Feb. 15, 2011