The sprayers on a football field rehydrate the grass. Gatorade rehydrates the body. We created a field of Gatorade sprinklers. With strong affiliation with the major telecommunications companies, China Mobile enables marketers to locate their targets in a specific area via location based MMS advertising. Consumers would receive a digital coupon via mobile phone for a free bottle of Gatorade when getting close to the sprayer. This idea has also been implemented to other playing fields.

Within 6 days, we managed to garner 780,000 mentions on Weibo (China’s Twitter), as well features across nationwide press.