Gatoradeemily tschirhart

getting to know Gatorade

• flavored sports drink

• division of pepsi

• mission: enable athletes to perform at their peak

consumer engagement

• reach out to consumers

• encourage response

• engage consumer activity through social media outlets

building off current social media...

• Facebook community is increasingly strong

re-focus Twitter

• good tweet “How does a regular guy compare to an athlete like Dwight Howard? ESPN hits the Gatorade

Performance Lab to find out. http://es.pn/cw31I4”

• bad tweet “@MichaelBlight Wow! That's quite the

stack of paper!”

video blogging

• utilize athletes sponsored by gatorade

• blogger outreach

get inside user forums

• reach out to forums Gatorade is discussed in

• found in topics of: sports, healthy diet or athletic training

the competition

• competition for best user-generated video

• connect with the regular joe

• Google AdWords for locations Gatorade is found

measuring success

• build a new website for video submissions

• google analytics, user uploads, #hashtags

timeline

• February- month of solid promotion

• March- video submission begins

• April 1- submission deadline

• April 7- top 10 videos featured

• April 14- judging commences

budget• Twitter- no cost

• video blog w/ athletes- no cost

• user forum monitoring- no cost

• AdWords- $5 bid a day for each word (approx. $1500)

• new website- $3000

• day with athlete- flight, activity, free apparel & products, accommodations (approx. $3000)