gatorade emily tschirhart
DESCRIPTION
Gatorade consumer engagement briefTRANSCRIPT
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Gatoradeemily tschirhart
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getting to know Gatorade
• flavored sports drink
• division of pepsi
• mission: enable athletes to perform at their peak
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consumer engagement
• reach out to consumers
• encourage response
• engage consumer activity through social media outlets
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building off current social media...
• Facebook community is increasingly strong
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re-focus Twitter
• good tweet “How does a regular guy compare to an athlete like Dwight Howard? ESPN hits the Gatorade
Performance Lab to find out. http://es.pn/cw31I4”
• bad tweet “@MichaelBlight Wow! That's quite the
stack of paper!”
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video blogging
• utilize athletes sponsored by gatorade
• blogger outreach
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get inside user forums
• reach out to forums Gatorade is discussed in
• found in topics of: sports, healthy diet or athletic training
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the competition
• competition for best user-generated video
• connect with the regular joe
• Google AdWords for locations Gatorade is found
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measuring success
• build a new website for video submissions
• google analytics, user uploads, #hashtags
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timeline
• February- month of solid promotion
• March- video submission begins
• April 1- submission deadline
• April 7- top 10 videos featured
• April 14- judging commences
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budget• Twitter- no cost
• video blog w/ athletes- no cost
• user forum monitoring- no cost
• AdWords- $5 bid a day for each word (approx. $1500)
• new website- $3000
• day with athlete- flight, activity, free apparel & products, accommodations (approx. $3000)