Gatorade’s amazing “Replay” idea won PR Grand Prix at Cannes Lions 2010. Re-unite the teams from a high school footbal rivalry match that ended in a tie and get them to replay each other… 15 years later! Clearly, thanks to the power of Gatorade hydration and training etc, this is a great idea that had AFPs, news network coverage, and sports fans talking to each other. Supporting work beyond the film included a social network to re-unite team members from former high school glory days and organise your own Replays.
Check the entry here and see how the results speak for themselves. Participants clearly lost pounds – as seen on TV! – and altered eating habits, grew muscle etc… But from a markting standpoint Gatorade’s Replay created news, not advertising. $3,415,255(US) worth of earned media from just $225K in paid media – a 14,000% ROI. Named as one of CNN’s Top Stories of 2009.
