The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


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Outstanding Social Media Campaign

Challenge: Powerade faces to battle decades of nutritional indoctrination and maternal advice: « nothing beats water ». Target audience: Amateur football players between 13-30 years old Objective : Make people understand that in a context of sports, Powerade is (even) better than water, because it takes away the risk of bodily dehydration during physical effort. Try and introduce Powerade as a sports-related ritual, on the same level as -for example- warming-up and stretching, using social media. Strategy: Create a Facebook tool combining the game-related fun factor with challenges amongst friends, demonstrating the benefits of Powerade within a context of practising sports. For additional credibility, this tool will be presented by the official French team-doctor. Production / Innovation: Application Facebook advergaming Results: 98000 players in less than 6 months Average of 400 matches per player 130 000 user walls displaying the campaign



Location: Belgium