Gatorade

Social Media Strategy Proposal

By Kelsey Colt

History of Gatorade• Gatorade is a sports drink that was invented in

1965 to assist athlete is the nutrients that they lost while playing sports. It is designed to replenish a balance of carbohydrates and electrolytes.

• Gatorade has since then risen to be one of the top sports drinks. It is known by everyone and the company has continued to grow to meet all aspects of athletes needs.

“Currents”

• Gatorade currently has an interactive website. On their homepage they have easily identifiable twitter, facebook, and youtube tabs. Their current strategy focuses on using new media to attract new users and make sure they are advertising to the young athletes that more widely use new media today.

•Their current product they are campaigning is G Series.

• Gatorades current theme or campaign online is Why Gatorade? They are using an informational direction to get people to drink their beverage.

Examples of Current Social Media

YouTube

Facebook

Twitter

Analysis and Problem•Who are Gatorades competitors?

•The two main competitors are Powerade, and energy drinks such as red bull.

•Ages of target audience, occupations, geographic locations, social status etc.

•The key target Gatorade focuses on is active males aged 18-25.

Problem•Where is Gatorade going wrong?

•Wrong audience, not enough information?

•They seem to be providing enough information but not in the right way. The average person does not become a fan of Gatorade online to read about it so they need to provide the information in a more fun way.

Marketing

Focus on campaign Why Gatorade?

If they are marketing “Why Gatorade?” find ways to put answers in new media

•Example on Facebook post a new reason everyday “Why Gatorade” is the answer, from taste to nutritional value.

•Also on Twitter have people tweet all the reasons why they choose Gatorade.

Make it fun for people to get their voice heard. This also markets to all Gatorade drinkers not just their target market.

Suggested Contest

People who like Gatorade are active people so have a photo contest where they “tweet” their most active photos that show “Why Gatorade” helps aid them in their active lives.

YouTube/Whatsg’s•Find better SEO words for finding the YouTube channel

•When I went to find it with just typing in Gatorade or Gatorade channel I couldn’t find it. I had to go back to the Gatorade homepage and click the link.

•Having the YouTube and Whatsg’s connected makes it easier for consumers to find. • These episodes hit their target market but what about the others that are drinking Gatorade? Use real people too! Create contest that show real people drinking and the product working on them as well as the incredible athletes.

Measuring Success

•Google Analytics•Increased Gatorade Sales•Facebook Ad Statistics•Number of Fans, Likes, and Followers on brand pages of Facebook, Twitter, and YouTube•Blog forums•Click through rates

TwitterFacebookYoutubeBlogsGoogle Ads

25%

25%25%

10%

15%

Budget $250,000

Time Line

Focus on sales to high school students in September, with saying the “Why Gatorade” because school sports are here again!

Focus on college students and “Why Gatorade” to survive a tailgate!

Runners need it that’s “Why Gatorade”!

Get what you need to get out there and off the coach that’s “Why Gatorade”

Fall

Spring