Gatorade Fuel Alerts Send Athletes Data Based on Their Schedules
Laura McQuarrie — March 15, 2016 — Marketing
There are dozens of ways to find out a forecast, but Gatorade hopes to make this kind of information more meaningful with a personalized weather report tool called 'Fuel Alerts.'
The Gatorade Fuel Alerts tool is used from the @FuelAlerts Twitter account in order to send athletes customized suggestions on how to care for their health in response to upcoming weather conditions. Using existing information collected from Twitter on a user's location, time and interests, this tool is able to provide beneficial reminders and suggestions like: "As temperatures rise, so does the risk of hydration." In order to test out this new prototype developed in partnership with Twitter, Gatorade Fuel Alerts were sent to 100 SXSW attendees in Austin this year.
Social media integration means that the brand is not reliant on users downloading a standalone app for use.
The Gatorade Fuel Alerts tool is used from the @FuelAlerts Twitter account in order to send athletes customized suggestions on how to care for their health in response to upcoming weather conditions. Using existing information collected from Twitter on a user's location, time and interests, this tool is able to provide beneficial reminders and suggestions like: "As temperatures rise, so does the risk of hydration." In order to test out this new prototype developed in partnership with Twitter, Gatorade Fuel Alerts were sent to 100 SXSW attendees in Austin this year.
Social media integration means that the brand is not reliant on users downloading a standalone app for use.
Trend Themes
1. Personalized Health Advice - The trend of providing personalized health advice is growing, using existing data to deliver customized suggestions based on an individual's interests, schedules, and location.
2. Weather-focused Notifications - The ability to send weather-focused notifications is becoming increasingly prevalent, allowing individuals to adapt and make beneficial choices based on changing weather patterns.
3. Social Media Integration for Health Tools - Social media integration is not only useful for sharing data but is a key tool for delivering a more seamless experience for health and wellness tools to users, without the need to download stand-alone apps.
Industry Implications
1. Sports Nutrition - Sports nutrition companies can use existing social media data and partner with companies like Twitter to deliver customized nutrition advice based on individual activities and environment, in real-time.
2. Weather Forecasting - Weather forecasting companies can integrate with nutrition and wellness brands to provide consumers with alerts and recommendations based on upcoming weather and its potential impact on health and activities.
3. Fitness Apps - Fitness apps can integrate weather forecasts to provide users with real-time data and personalized exercise suggestions based on upcoming conditions, to maximize the effectiveness of their workouts.
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