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...