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Gatorade consumer engagement brief

Gatorade consumer engagement brief

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Gatorade emily tschirhart Gatorade emily tschirhart Presentation Transcript

  • Gatorade
    • emily 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)