REPLAY

Credits & Description:

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: GATORADE
Product/Service: ENERGY DRINK
Global Director of Media Arts/Exec. Producer: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Group Creative Director/Exec. Producer: Jimmy Smith (TBWA\Chiat\Day)
Associate Creative Director/Writer/Creator: Brent Anderson (TBWA\Chiat\Day)
Associate Creative Director/Writer/Creator: Steve Howard (TBWA\Chiat\Day)
Senior Producer (Series & Event): Brian O'Rourke (TBWA\Chiat\Day)
Associate Producer: Tim Newfang (TBWA\Chiat\Day)
Group Account Director / Management Supervisor / Account Executive: Brynn Bardacke / Amy Farias / Adam Bersin (TBWA\Chiat\Day)
Group Planning Director / Senior Planner / Planner: Scott MacMaster / Martin Ramos / Daniel Teng (TBWA\Chiat\Day)
missionG.com Network Creators: Donna Lamar/Javier Castillo/Paul Nguyen (TBWA\Chiat\Day)
Director of Digital Strategy / Digital AD / Digital AE: Jeremiah Knight / Andrew Corpman / Paul Kinsella (TBWA\Chiat\Day)
Digital Art Directors: Jeremy Stabile/Eze Blaine/Johnny Walker (TBWA\Chiat\Day)
Digital Copywriter: Adam Nowak (TBWA\Chiat\Day)
Communications Director TBWA Worldwide Managing Director: Jeremy Miller (TBWA\Chiat\Day)
Directors: Kris Belman/V. Scott Balcerek (Caviar)
Editors: Scott Balcerek/David Baum/Greg Young (Bhouse Films)
Executive Producers: Michael Sagol/Rosanne Korenberg (Caviar)
Line Producers: Johanna Woollcott/Holli Hanley (Caviar)
Director of Photography: Adam Ballachey (Caviar)
President / Partner / Account Supervisor: David Brenner / Rashid Ghazi / Paul Harvey (Paragon Marketing Group)
Senior Vice President, Senior Partner / Vice President: Jim Motzer / Adam Tanielian (Fleishman-Hillard)
Vice President / Senior Account Executive: Bonnie Block / Julie Mason (Fleishman-Hillard)
Group Account Director / Group Account Director of Strategy: Bob Porcaro / Susanna Ernest (OMD)
Media placement: 5-Episode Documentary Film - MissionG.com / Gatorade.com - April 2009
Media placement: Paid Media - Online - April 2009
Media placement: Live Game - Broadcast Across 2 States (TV) - April 2009
Media placement: REPLAY Community - Facebook.com - April 2009
Media placement: Nominate Your School - Facebook.com - April 2009
Media placement: TV Series - Fox Sports (FSN) - November 2009
Media placement: Website - REPLAYtheSeries.com - November 2009
Media placement: TV Commercial - Fox - November 2009
Media placement: Line-Up Finder - REPLAYtheSeries.com - February 2010
Media placement: The REPLAY League - REPLAYtheSeries.com - March 2010

Summary of the Campaign
THE PROBLEM 7 in 10 adults aged over 30 don’t exercise regularly and thus aren’t using Gatorade like they used to. THE CHALLENGE To reignite the athletic spark among this 30+ age group. THE SOLUTION Fuel an opportunity every athlete dreams of - a second chance. Gatorade reunited the original players – now mid 30s – to replay a high school football game from 1993 that ended in a 7-7 tie. THE RESULTS Game sold out in 90 minutes. 15,000 in attendance. Game aired on TV in primetime across 2 states. Created news, not advertising. Generated US$3,415,255 worth of earned media from just $225K in paid media. 14,000% ROI. 6-page editorial spread in Men’s Health. Named as one of CNN’s Top Stories of 2009. REPLAY is now a documentary television series, broadcast to 90 million households. REPLAY Seasons 2 and 3 have been announced. Thousands of athletes have petitioned Gatorade to be selected for the next REPLAY game, scheduled for 2010.

The Goal
We wanted to do more than simply say something from the TV. We wanted to be about getting off the couch and doing something. We wanted to weave the DNA of our brand into the DNA of culture to find more authentic connections with our audience because we believed our actions would speak louder than our words, we set out to: 1. Allow people to experience what Gatorade stands for – A Catalyst for Athletic Achievement. 2. Demonstrate Gatorade’s functional reason for being – Fueling Athletic Performance.

Results
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. Game sold out in 90 minutes. Tickets fetched 6 times their face value on eBay. 6-page editorial feature story in Men’s Health. REPLAY is now a documentary television series broadcast to 90 million households. Thousands of athletes have petitioned Gatorade to be selected for the next REPLAY game, scheduled for 2010. Regional Gatorade sales increased 63% A majority of participants made dramatic health improvements. Many lost over 25 pounds, added muscle and altered poor eating/exercise habits. Bruce Lebitz is a great example of the changes the players made. Bruce lost 57 pounds and was able to come off his cholesterol and blood pressure medication.

Execution
Fuel an opportunity every athlete dreams of - a second chance. Gatorade reunited the original players (now all in their mid 30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. Gatorade didn’t act like a passive sponsor. Instead the brand became a true athletic partner. For 90 days Gatorade scientists (GSSI) trained and coached these former athletes to help prepare them for the big game. They were supplied with the product and expertise to succeed. The big re-match was held in the venue of the original 1993 game, Fisher Field, in front of a crowd of 15,000 fans. Gatorade supplied the athletic fuel for the game. With on-field temperatures reaching over 100°F, no players were dehydrated or seriously hurt – talk about the ultimate product demonstration. We also created a 5-part documentary series released online that told the Replay story in order to inspire other former athletes from around the nation.

The Situation
Athletic participation plummets drastically once individuals graduate from High School. Family, career and increasing obligations inevitably replace sport and exercise. According to US government statistics, 7 in 10 adults over age 30 don’t exercise regularly. And thus, aren’t using Gatorade like they used to. Our challenge was to reignite the athletic spark with this group of former Gatorade loyalists.

The Strategy
Insight: No matter how great they are or how many championships they’ve won, all athletes have one game or moment they wish they could change the outcome of. It’s why we both love and hate the finality of competition. Sport only gives you one shot, one chance to determine the outcome and define winner and loser for all eternity. There are no second chances. We wondered if Gatorade could change this universal truth about sport. What if Gatorade used sport as a catalyst for giving athletes a second chance? Something like an “athletic do‐over” that only Gatorade could provide. Communication strategy: Let’s fuel second chances.