Gatorade’s Digital Marketing Strategy

ANDREW RADEMACHER

Background

1965 University of Florida assistant football coach

With success, word began to spread

Into the NFL – “Gator coach’s aid

Digital Marketing StrategyPillar #1: Leveraging Athletes

The power of Micheal Jordan

Transition to current athletes

Role Models

Digital Marketing StrategyPillar #1: Leveraging Athletes

Mobile App

Interactive

Provides information - benefits

Digitial Marketing StrategyPillar #1: Leveraging Athletes

Mobile App continued…

Tracing success of Gatorade’s athletes

Capturing “moments”

Digital Marketing StrategyPillar #2: Internet Marketing and Adwords

Pay per click

Google Adwords

Implementing with NBA, MLB, NCAA, NASCAR, NHL, etc

Digital Marketing StrategyPillar #3: NCAA

Shifting Demographic to younger athletes

NCAA is “money making machine”

Focus on particular conferences and colleges

Digital Marketing StrategyPillar #4: Social Media

Twitter account

#hashtags

Opportunity to leverage athletes

Digital Marketing StrategyPillar #4: Social Media

Facebook page Leveraging athletes…again

New interactive website

Budget

$3 million total

$1 million for market penetration into NCAA

$1 million for mobile application

$1 million for Facebook and interactive webpage