Gatorade currently relies heavily on TV ads and sports sponsorships for marketing. It wants to expand into social media to reach new customers, especially the elderly. Its new digital marketing plan will focus on Facebook, Instagram, Twitter, YouTube, and a blog. It will create branded content like videos and photos while also running contests and promotions. Surveys on social media will help evaluate the campaign's effectiveness and identify ways to improve brand awareness and sales. Gatorade aims to get people of all ages drinking its products by associating them with sports and exercise.