Challenge:
Powerade faces to battle decades of nutritional indoctrination and maternal advice: « nothing beats water ».
Target audience:
Amateur football players between 13-30 years old
Objective :
Make people understand that in a context of sports, Powerade is (even) better than water, because it takes away the risk of bodily dehydration during physical effort.
Try and introduce Powerade as a sports-related ritual, on the same level as -for example- warming-up and stretching, using social media.
Strategy:
Create a Facebook tool combining the game-related fun factor with challenges amongst friends, demonstrating the benefits of Powerade within a context of practising sports.
For additional credibility, this tool will be presented by the official French team-doctor.
Production / Innovation:
Application Facebook advergaming
Results:
98000 players in less than 6 months
Average of 400 matches per player
130 000 user walls displaying the campaign
