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.
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.
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.
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.
2018 Cannes Lions
Bronze Lion // Social & Influencer // Food & Drinks
Bronze Lion // Entertainment // Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
2018 Clio Awards
Gold CLIO // Direct // Social Media
Silver CLIO // Social Media // Single Platform Campaign
Bronze CLIO // Partnerships & Collaborations