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 Per...
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 athlet...
the competition
• competition for best user-
generated video
• connect with the regular joe
• Google AdWords for locations...
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- t...
budget• Twitter- no cost
• video blog w/ athletes- no
cost
• user forum monitoring- no cost
• AdWords- $5 bid a day for ea...
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Gatorade emily tschirhart

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Gatorade consumer engagement brief

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Gatorade emily tschirhart

  1. 1. Gatorade emily tschirhart
  2. 2. getting to know Gatorade • flavored sports drink • division of pepsi • mission: enable athletes to perform at their peak
  3. 3. consumer engagement • reach out to consumers • encourage response • engage consumer activity through social media outlets
  4. 4. building off current social media... • Facebook community is increasingly strong
  5. 5. 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!”
  6. 6. video blogging • utilize athletes sponsored by gatorade • blogger outreach
  7. 7. get inside user forums • reach out to forums Gatorade is discussed in • found in topics of: sports, healthy diet or athletic training
  8. 8. the competition • competition for best user- generated video • connect with the regular joe • Google AdWords for locations Gatorade is found
  9. 9. measuring success • build a new website for video submissions • google analytics, user uploads, #hashtags
  10. 10. timeline • February- month of solid promotion • March- video submission begins • April 1- submission deadline • April 7- top 10 videos featured • April 14- judging commences
  11. 11. 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
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