Best Beverage Integrated Ad Campaign

The G Series Pro launch sought to engage target athletes with one powerful message: an elite line of sports nutrition products used exclusively by the pros for the last 15 years was now available to fuel aspiring pro athletes everywhere. In order to generate nationwide buzz for the launch, we created Signing Day, an event that gave athletes first-time access to PRO products and gear, and a chance to sign a contract declaring their intent to go pro and get exclusive access to a new online training system, the Gatorade Performance Center.
The campaign used rich media teasers to establish a memorable visual connection between the act of signing and pro-level performance, and geo-targeted mobile ads to promote pro athlete appearances at select Signing Day locations. We also partnered with ESPN's Mike and Mike in the Morning to create an augmented reality experience on ESPN.com.
Following the event, rich media banners featuring G athletes challenged users to interact. Athletes could then learn about the benefits of each G Series Pro product through hot spots built right into the banner's expanded state.

Contributors:

Creative Director:	Tony Snethen
Associate Creative Director:	Aaron Weidner
Sr Copywriter:	Joel Henning
Sr Art Director:	Chad Green
Group Creative Director:	Linda Bumgarner
Executive Creative Director:	Debbi Vandeven
Executive Producer:	Tyler Smith
Director, Branded Content:	John Godsey
Director:	Norry Niven, Stone Core Films
Motion Graphics:	Stardust

VML

Location: US