1. Gatorade’s Digital
Marketing Strategy
ANDREW RADEMACHER

2. Background
 1965 University of Florida assistant football coach
 With success, word began to spread
 Into the NFL – “Gator coach’s aid

3. Digital Marketing Strategy
Pillar #1: Leveraging Athletes
 The power of Micheal Jordan
 Transition to current athletes
 Role Models

4. Digital Marketing Strategy
Pillar #1: Leveraging Athletes
 Mobile App
 Interactive
 Provides information - benefits

5. Digitial Marketing Strategy
Pillar #1: Leveraging Athletes
 Mobile App continued…
 Tracing success of Gatorade’s athletes
 Capturing “moments”

6. Digital Marketing Strategy
Pillar #2: Internet Marketing and
Adwords
 Pay per click
 Google Adwords
 Implementing with NBA, MLB, NCAA, NASCAR, NHL, etc

7. Digital Marketing Strategy
Pillar #3: NCAA
 Shifting Demographic to younger athletes
 NCAA is “money making machine”
 Focus on particular conferences and colleges

8. Digital Marketing Strategy
Pillar #4: Social Media
 Twitter account
 #hashtags
 Opportunity to leverage athletes

9. Digital Marketing Strategy
Pillar #4: Social Media
 Facebook page
 Leveraging athletes…again
 New interactive website

10. Budget
 $3 million total
 $1 million for market penetration into NCAA
 $1 million for mobile application
 $1 million for Facebook and interactive webpage
Disclaimer: *I do not own any of the pictures used in this presentation*