Gatorade: A Dream Shot

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

Campaign details

Brand: GatoradeBrand owner: PepsiCoLead agency: Mindshare ChinaContributing agencies: Accenture Interactive, One BallMarket: ChinaIndustries: Energy drinksMedia channels: Competitions & contests, Online video, Social media, Sponsorship -sportsBudget: 1 - 3 million

Executive summary

As Gatorade is a sports supplement beverage, China's basketball community of more than 300 million players is a key target. However, the association between Gatorade and basketball is low in China, despite it being one of the NBA's global sponsors. It needed to find a way to connect with the basketball community...

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