The Goal: Lend support to multiple Gatorade retail promotions online, for the very first time; and thus, helping drive retail performance to increase product purchases while re-enforcing Gatorade’s equity with consumers by partnering with the NBA, NASCAR’s Daytona 500, and the feature film “Gracie”.
These promotional microsites supported the retail promotion online by allowing consumers to input their sweepstakes codes found inside of select Gatorade packaging. Each promotional sites’ copy was intended to educate consumers on the details of prizes while dramatizing and hyping the entire promotion.
NBA: 25 Grand Prize winners received an exclusive training session with NBA pros. The winner, guest and a parent or guardian would travel to a location to participate in a unique training session including: training sessions staffed by NBA professionals and coaches, and a unique NBA experience consisting of meeting with a team trainer to discuss hydration and nutrition as they relate to participating in sports, “Chalk Talk” with a coach, skills and drills with NBA player, an autograph session with players, and a personalized jersey from their favorite NBA team.
10,000 Secondary Prize winners received a Gatorade kids sidelines package including a Gatorade Sidelines bottle and towel, a Gatorade/NBA basketball and an exclusive poster.
Daytona: 5 Grand Prize winners received round-trip airfare, hotel accommodations, and ground transportation to the 50th running of the Daytona 500 including tickets to event as well as the Gatorade Duel at Daytona, the opportunity to be in Gatorade Victory Lane with the winner of the Gatorade Duel and the winner of the 50th Daytona 500, a mid-week, pre-race tour of hte pit and garage areas, a meet-and-greet session with one of the Gatorade-sponsored drivers, as well as co-branded gear.
Gracie: Winner received a free soccer training DVD featuring Gatorade and U.S. National Soccer team members: Mia Hamm, Landon Donovon, Abbey Wambach, and others; as well as a sneak peak at the feature film “Gracie”.
Art Director: Sean Kirkwood
