At the heart of our campaign was Gatorade’s “Everything to Prove”, a series of compelling, real-life webisodes chronicling the journeys of 15 American Football NFL rookies as they tried to earn spots with NFL pro teams. The series spotlights the role of nutrition and training programs in achieving success and featured Gatorade nutrition experts together with G Series product usage and messaging.To maximise viewership, we chose NFL tent pole pulse points to promote the series including the Senior Bowl, Super Bowl and the NFL Draft. We utilized marquee distribution channels including NFL.com, Gatorade.com, NFL Network and ESPN. Leveraged media included ESPN’s High School Super Bowl wrap-up, ESPN the Magazine and sports prep and drill content partners. Earned media encompassed Men’s Health, Yahoo, Maxim and AskMen.com. Social media included Facebook, Twitter and USTREAM.tv which featured live chats with rookies and a sweepstakes offering a trip to the NFL Draft.

One of Gatorade’s most successful custom-content initiatives, our program was viewed by a total of 22MM consumers -16.5MM via broadcast and an additional 5.5MM via social sites and earned media- and 99% of viewer comments were positive. More than 3,578 Tweets have been generated, equalling more than 3MM follower impressions representing the strongest social interaction that Gatorade received from custom content. Also important, we discovered that in categories such as general recall and brand linkage, "Inside the Edge" scored similarly when compared to an average Gatorade commercial, an unprecedented achievement for an initiative with limited number of airings.