Gatorade's #ThisHighlight Campaign Focuses on Social Presence
Grace Mahas — August 5, 2019 — Pop Culture
References: apps.apple & thedrum
Sports beverage company Gatorade recently entered the digital market with the launch of its new 'Highlights App' that allows athletes to customize their sports portfolio for family, friends, and recruiters -- this app is being promoted with the creatively gamified #ThisHighlight campaign.
The campaigns feature high school students playing sports and recording their successes using the app. The videos have been digitally enhanced with emoji-like images that are reminiscent of 90s-themed cartoons and include humor and swagger to encourage teens to celebrate their successes. The digital campaign targets 13 to 17-year-old athletes by connecting with them on the social spaces they are accustomed to.
#ThisHighlight campaign will run on the brand's social media channels in addition to several real-life activations that focus on sports moments.
The campaigns feature high school students playing sports and recording their successes using the app. The videos have been digitally enhanced with emoji-like images that are reminiscent of 90s-themed cartoons and include humor and swagger to encourage teens to celebrate their successes. The digital campaign targets 13 to 17-year-old athletes by connecting with them on the social spaces they are accustomed to.
#ThisHighlight campaign will run on the brand's social media channels in addition to several real-life activations that focus on sports moments.
Trend Themes
1. Gamified Advertising - There is an opportunity for brands to create gamified advertising campaigns that engage and resonate with Gen Z audiences.
2. Personalized Sports Portfolios - The development of apps and platforms that allow athletes to customize and share their sports portfolios presents an opportunity for disruptive innovation in sports technology.
3. Humor and Swagger in Marketing - Incorporating humor and swagger into marketing campaigns can be an effective way to connect with and appeal to younger audiences.
Industry Implications
1. Sports Beverage - Sports beverage companies can explore opportunities to develop apps and digital platforms that cater to the needs and interests of young athletes.
2. Social Media Marketing - Brands can leverage social media channels to target and engage Gen Z athletes with creative and visually appealing campaigns.
3. Sports Technology - The sports technology industry can focus on creating innovative apps and platforms that enhance the sports experience for athletes and provide valuable tools for their development.
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