Fictional sporting body the World Athletic Commission set up Operation Gatorade to bring down Gatorade for enhancing the sporting prowess of Australians. Their target: 16-24 year old males. TV, cinema, posters, petitions, flyers, SMS, email, on-line advertising, MySpace, YouTube and their own microsite spread the message that using Gatorade leads to unfair winning. They involved the public with their “Most Wanted” list, where people could turn in and then vote for people they suspected of using Gatorade to win.

60-second TV and cinema guided people to the Operation Gatorade website. There, the public could nominate people they suspected of using Gatorade to win. They were contacted via SMS and email. These athletes were then placed on the Most Wanted List for people to vote on. On sporting websites, banner ads started appearing. Flyers were handed out at sporting events and petitions signed. Posters featuring the Most Wanted appeared around Australia. 15-second TV ads reminded the public to stay vigilante. At the end of the summer, the Most Wanted was raided and given tickets to the Cricket World Cup.