GatoradeIs it in you?

By: Jaimee MayfieldApril 19, 2010New Media Drivers License Course

•Founded in 1965 by four doctors •Tested on the University of Florida football team who then won their first orange bowl tournament •Used as a thirst quencher and electrolyte replacement during physical sport activities or exercises

Gatorade

PRODUCTS

G-Original G2-Low Calorie G-Powder G2-Powder G-Series Pro

AUDIENCE

Males and Females Athletes Physical/Active Individuals Age: 18 and up

Gatorade

CHALLENGES

Consumers negative perception toward company due to Tiger Woods behavior (Gatorade Tiger)

Low audience reach toward teens and active senior citizens

Lack of advertising toward the benefits of the products (ex: illness)

GOALS

To rebrand product image (Gatorade Tiger)

Use social media to communicate with consumers to gain a positive perception toward company

Reach out to teens and active senior citizens

Create advertisements that explain benefits of product

“Monitoring On-line Traffic to Increase Brand Awareness”

ON-LINE STRENGTHS

Interactive Web Site Celebrity’s Testimonials

Facebook fan page YouTube Channel Twitter Account Google for Advertisers

Ads targeted toward professional athletes

Products and Prices

ON-LINE WEAKNESS

Lack of: Social Media Policy Company Blog

Google for Advertisers Lack of ads targeted toward teens

and active senior citizens

Purpose of theme: To learn and utilize on-line tools to better monitor brand, increase web and conversation traffic and build on-line relationships with current and expanded audiences.

Blog Name: Gatorade’s Thirst

Benefits: Having a blog allows the company to build an authentic relationship with potential and active consumers

A blog gives consumers a community to share their thoughts and opinions about Gatorade’s products while communicating with other fans around the world

Currently: Fans have created blogs about the company which leaves room for false information to be spread or misunderstood Example: Darren Rovell’s Gatorade Blog

Gatorade’s Thirst is an open opportunity to shape consumers perception of the company, tap into their opinions, and increase clientele

Social Media Policy

Benefits: A social media policy provides structural guidelines for Gatorade’s internal employees when communicating about or for the company on-line Distinguishes a clear line between personal and professional

on-line usage Help control the context of information released from the

company Examples of company’s social media policies

ESPN Intel US Navy-Web 2.0-Utilizing New Web Tools

Google for Advertisers

Google for Advertisers provides free on-line tools that helps one to enhance their business and manage their on-line marketing strategy

Gatorade needs to create ads that are targeted toward teens and active senior citizens Create ads that share benefits of Gatorade sports drinks

Tools to use: Insight, Creative, Media and Optimization Google AdWords tools

Sample Ad: Real GatoradeFrom

Teens to Active Seniors Is It In

You?

www.gatorade.com

Monitor Social Media From Your Finger Tips!

Social Mention Google Alerts Twendz

Evaluation of Success

Track visits toward social media sites

Monitor the content of Gatorade’s mention on-line (weekly)

Track Google AdWords CTR toward ads

Monitor search engine rankings

Gatorade’s Social Media Budget

Budget

Google AdWordsYouTubeFacebookTwitterBlogMonitor