Founded in 1965 by four doctors, Gatorade was originally tested on the University of Florida football team who then won their first orange bowl tournament. Gatorade seeks to rebrand its image, reach new audiences like teens and seniors, and better explain the health benefits of its sports drinks through increased social media presence and targeted online advertising. Goals include using social media to positively influence consumer perception and creating a company blog to build relationships with customers.

2. Tested on the University of Florida football team who then won their first orange bowl tournament

4. Gatorade Challenges Consumers negative perception toward company due to Tiger Woods behavior (Gatorade Tiger) Low audience reach toward teens and active senior citizens Lack of advertising toward the benefits of the products (ex: illness) Goals To rebrand product image (Gatorade Tiger) Use social media to communicate with consumers to gain a positive perception toward company Reach out to teens and active senior citizens Create advertisements that explain benefits of product

5. “Monitoring On-line Traffic to Increase Brand Awareness” On-line Strengths Interactive Web Site Celebrity’s Testimonials Facebook fan page YouTube Channel Twitter Account Google for Advertisers Ads targeted toward professional athletes Products and Prices On-line Weakness Lack of: Social Media Policy Company Blog Google for Advertisers Lack of ads targeted toward teens and active senior citizens Purpose of theme: To learn and utilize on-line tools to better monitor brand, increase web and conversation traffic and build on-line relationships with current and expanded audiences.

6. Blog Name: Gatorade’s Thirst Benefits: Having a blog allows the company to build an authentic relationship with potential and active consumers A blog gives consumers a community to share their thoughts and opinions about Gatorade’s products while communicating with other fans around the world Currently: Fans have created blogs about the company which leaves room for false information to be spread or misunderstood Example: Darren Rovell’s Gatorade Blog Gatorade’s Thirst is an open opportunity to shape consumers perception of the company, tap into their opinions, and increase clientele

7. Social Media Policy Benefits: A social media policy provides structural guidelines for Gatorade’s internal employees when communicating about or for the company on-line Distinguishes a clear line between personal and professional on-line usage Help control the context of information released from the company Examples of company’s social media policies ESPN Intel US Navy-Web 2.0-Utilizing New Web Tools

8. Google for Advertisers Google for Advertisers provides free on-line tools that helps one to enhance their business and manage their on-line marketing strategy Gatorade needs to create ads that are targeted toward teens and active senior citizens Create ads that share benefits of Gatorade sports drinks Tools to use: Insight, Creative, Media and Optimization Google AdWords tools Sample Ad: Real Gatorade From Teens to Active Seniors Is It In You? www.gatorade.com

9. Monitor Social Media From Your Finger Tips! Social Mention Google Alerts Twendz

10. Evaluation of Success Track visits toward social media sites Monitor the content of Gatorade’s mention on-line (weekly) Track Google AdWords CTR toward ads Monitor search engine rankings

11. Gatorade’s Social Media Budget