The Gatorade Lab at South by Southwest 2016 is an immersive brand experience that explores the science at the heart of the PepsiCo-owned sports beverage. Supported by the 'Your Game is Our Lab' campaign, the experience is part pop-up retail space, part brand exhibition, with plenty of towering displays for guests to be mesmerized by.
The Gatorade Lab at SXSW is the official launch of the new campaign from Gatorade and proves that the PepsiCo brand is aiming to reposition itself as the ultimate sports fuel beverage, rather than just merely a drink.
The Gatorade Lab will feature enormous digital representations of athletes such as WNBA star Elena Delle Donne, Houston Texans defensive end J.J. Watt and Olympic Gold medalist Usain Bolt in the midst of their workout routines, and provides an analysis of that data.
Sports Drink Festival Experiences
The Gatorade Lab at SXSW 2016 Embraces Its Scientific Roots
Trend Themes
1. Immersive Brand Experiences - Pop-up retail spaces with towering digital displays offer businesses a chance to connect with audiences on a deeper level.
2. Scientific Marketing - Brands can emphasize the science behind their products to appeal to consumers looking for healthy and high-performance options.
3. Data-driven Athlete Analysis - Using technology to track athlete performance and offer analysis can revolutionize how sports beverages are marketed and consumed.
Industry Implications
1. Sports Beverages - Developing products that emphasize scientific research and analysis could help sports beverage companies stand out in a crowded market.
2. Retail - Incorporating digital displays and interactive experiences into retail spaces can create a unique shopping experience that builds brand loyalty.
3. Athletic Training and Coaching - Using data analysis to track performance and offer personalized training plans can disrupt traditional coaching and training methods in the sports industry.