Gatorade's target — teen athletes — don't watch the Super Bowl the way most people do. They spend the majority of the game on their phones, talking about what's happening with their friends. So rather than spending $5 million for a :30 TV commercial that our teen athletes would probably ignore, we stepped back and wondered how we could tap into their natural behavior to actually enhance their Super Bowl viewing experience.
Remix GIFs
FWD: FWD: FWD: Not your Grandma's GIFs...
We scouted the internet's most influential GIF makers, then we brought them on-board and unleashed them on something they've never (legally) had access to before: Real NFL footage. The results were amazing.
Reaction GIFs
Meme-inspired. Brought to life by pro athletes.
We started with the most-used search terms during the previous year's super bowl. Then we scoured the internet for the best meme-level GIFs, and re-created them using some of the most popular NFL players.
The Results
Giforade was a massive success. All of the following was a achieved with a very small media buy.
Over 200 branded GIFs created. Launched the day before the Super Bowl.
118 Million Views in a Single Day. (More than the Super Bowl itself)
Most views in a single day by a brand on Giphy ever.
From non-existent to a Top 10 Brand on giphy in a single day.
Nearly 80% of the views were earned organically.
Up to 420,000,000 views within 8 weeks of launch.
AWARDS
2018 Cannes Lions
Bronze Lion // Social & Influencer // Food & Drinks
Bronze Lion // Entertainment // Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
Shortlist (x6)
2018 Clio Awards
Gold CLIO // Direct // Social Media
Silver CLIO // Social Media // Single Platform Campaign
Bronze CLIO // Partnerships & Collaborations
CREDITS
Group Creative Director: Glen Scott
Creative Director: Jose Martinez
Copywriter: Nate Steele