CASE STUDY: Gatorade use sweat-activated t-shirts at sport event
Provided by Contagious Communications Ltd.
Energy drink in Puerto Rico gives out brand-relevant prizes to those wearing 'winners' t-shirt are revealed by sweat.
What was the Challenge / Background of the Campaign?
To promote Gatorade at sponsored events they distributed 20,000 t-shirts that revealed messages when the user sweats. Those who showed the word 'winning' were given relevant prizes.
What was the Campaign Objective?
Gatorade wanted to create a promotional program that could be implemented in Gatorade sponsored events. Their objectives were to defend and expand their market share, drive footfall in store and dramatise a key product benefit.
What was the Solution?
Gatorade has made thousands of sweat-activated t-shirts and distributed them at sporting events and retailers, such as Iron Man and various gyms. As consumers run/kick/wrestle their way to athletic achievement their sweat 'activates' one of two messages on the front of the shirts.
One message says 'Winner' while the other tells you to keep sweating. Winning athletes receive relevant prizes, such as sports gift vouchers and those who don't .well. get a cool branded T-shirt.
What were the Results?
Through this simple way of rewarding people for their efforts, whether they were the race winners or participants, brand awareness for Gatorade increased.
What were the Key Learnings of this Campaign?
Cleverly elevating sweat to the position of an arbiter of athletic achievement,it has obvious parallels with Nike Mexico's 2012 Bid Your Sweat campaign, which invited athletes to bid on prizes using their FuelBand points. Further comparisons are worth considering-both are sports brand giants commanding dominant shares of their respective categories. Both are pivoting from these categories into other more fragmented and complex ones: Nike from apparel to technology,Gatorade from sports drinks to broader sports nutrition.