CHALLENGE

Few times are more exciting than the start of College Football! With school back in session, Fall in air, and fans back in the stands, the 2021 season looked to mark an amazing return of the tradition. Gatorade, a brand synonymous with college sports, especially Football, wanted to develop a consumer promotion that amplifies Gatorade’s SEC, ACC, and Big Ten football partnerships, exciting consumers and driving relevance and sales in Convenience and Gas South and Central Division Markets. To help make the programs a success, the Gatorade teams and partners wanted to; build on the success of the 2020 programs, creating a simple, seamless consumer experience; attempt to limit “sweepers” participating by setting program limits and creating relevant prizing incentives; localize the campaign, ensuring registered users are located in key South and Central Division states only; and ensure no purchase is required. This was no simple or easy task.

CHALLENGE

Few times are more exciting than the start of College Football! With school back in session, Fall in air, and fans back in the stands, the 2021 season looked to mark an amazing return of the tradition. Gatorade, a brand synonymous with college sports, especially Football, wanted to develop a consumer promotion that amplifies Gatorade’s SEC, ACC, and Big Ten football partnerships, exciting consumers and driving relevance and sales in Convenience and Gas South and Central Division Markets. To help make the programs a success, the Gatorade teams and partners wanted to; build on the success of the 2020 programs, creating a simple, seamless consumer experience; attempt to limit “sweepers” participating by setting program limits and creating relevant prizing incentives; localize the campaign, ensuring registered users are located in key South and Central Division states only; and ensure no purchase is required. This was no simple or easy task.

SOLUTION

Turning to the MRi team, Gatorade and their creative partner, Motive, developed a consumer promotional program for each of the three conferences — SEC, ACC, and the Big Ten — that addressed each of the challenges mentioned above. Knowing this is the Gatorade brand, Gatorade and Motive developed a high-end look and feel to the creative, with the MRi team bringing the vision to life in 3 separate promotional microsites, each highlighting the conferences and Gatorade brands and offering a unique experience for the consumers with ties to the conferences.

Open to consumers in the South Division states, users can enter daily for the chance to win a trip to the 2021 SEC Football Championship game and score some daily Gatorade SEC swag available as instant win prizes. Adding to the excitement, the program includes an AR filter developed specifically for the campaign, where users can use #GatoradeSECSweepstakes to post their photo(s) and get a GP bonus entry.

 

Site:  https://sweatearnschampionships.com/

Open to consumers in the South Division states with ties to the ACC, users can enter daily for the chance to win a Grand Prize trip to the 2021 ACC Football Championship game and score some daily Gatorade ACC swag available as instant win prizes. This program also has weekly, changing Poll Questions based on the ACC football season that users can complete to earn one (1) Grand Prize bonus entry each week.

 

Site: https://fuelyourwaytothechampionship.com/

Open to consumers in the Central Division states with ties to the Big Ten, users can enter daily for the chance to win a Grand Prize trip to the 2021 Big Ten Football Championship game and score some daily Gatorade Big Ten swag available as instant win prizes. This program also has weekly, changing Poll Questions based on the Big Ten football season that users can complete to earn one (1) Grand Prize bonus entry each week.

 

Site: https://gatoradebigten.com/

RESULTS

The programs are live and in-market right now — check back soon to see the amazing results!