In a very important year for soccer, Gatorade wanted to increase its engagement with soccer fans without using massmedia. The only way to get noticed was to attract the attention of target with relevant and interesting content.

Gatorade decided to use science to become a talking point. Through an innovative partnership between the Gatorade Sports Science Institute and the Brazilian Football Confederation, it was possible to develop a individualized formula recommendations for the 23 Brazilian players. A bottle with a chip linked to a tablet allowed the commission to monitor the player’s fluid intake. But we still needed a strategy to turn this innovation into a campaign directed at soccer fans, bypassing mass media.

So, mini-documentaries were published online, showing the project’s development, physical tests undergone by the players and the new technology involved.

A team was responsible for developing content for the brazilian national team's games, as posts, photos and videos. The mini-documentaries were also continuously produced and distributed.

The campaign helped to strengthen Gatorade’s image in the world of soccer, a result easily supported by numbers:

- 19 million people impacted on social media;

- 840 million impressions made by the campaign;

- 13.8 million interactions with brand-generated content;

- 84% increase in subscribers to the brand’s YouTube channel;

- More than 10 million dollars in media;

- The idea was so successful that there is now interest from NBA and NFL teams;

- A study by Brand Keys Sports Loyalty Index, published by Forbes, showed Gatorade to be the brand with the highest degree of engagement among soccer fans.