Gatorade Tiger:
The Moonshot Challenge
GOAL
Generate publicity; drive awareness and relevancy; create a compelling interactive experience with the new product.
OUR CAMPAIGN
FH, GMR, and TPN created an interactive experience:
- Multi-city product launch events tied to the “Moonshot Challenge” longest drive competition (San Diego, Dallas, Chicago, Miami, New York)
- Employee events (Dallas, Chicago, and New York)
- Sampling, in-store displays
- Sweepstakes
- Celebrity participation
- Web site, digital coupons, social networking, online editorial outreach
IMPACT
- Samples distributed – 26,640
- Online impressions – 237,000 (100 percent of blog postings positive or neutral)
- More than 20 million print/broadcast media impressions
- More than15,000 consumer interactions in five markets and three employee events