We all know that big brands always hire big celebrities and Gatorade is one of them. Unfortunately, Gatorade Colombia cannot afford these large budgets and, despite sponsoring the National Team in the world's oldest international football competition (Copa América 2019); we also cannot feature big athletes on our communication.

What we can have is our product on the field so, to show that Gatorade is the official Sports Drink, we ask fans to do it for us.

It’s a fact: hiring some great soccer players to show them off in a big campaign drinking Gatorade can cost millions of dollars, so how could we have James, Cuadrado, Mina, Zapata and all the big national team celebrities?

That’s why during the Copa America 2019 live broadcasts, -one of the most expensive advertising slots- we ask fans for some help.

UNPAID PRODUCT-SHOT

During the Copa America live broadcasts we invited people to take pictures of the players every time one of them rehydrated with Gatorade, then share those pictures on social media to win the same squeeze bottles that professional athletes use for their recovery on the field.

This is how Colombian fans created the “cheapest” product-shots featuring some of the most expensive players of our national team.

We saved millions on production costs and campaign media investment.

We found out that the perfect time for the brand to connect with Colombians was during the Copa America live broadcasts, because fans were there, ready to do anything for the team; also, approximately 4.519.220 Colombian soccer fans watched every match of the Copa America 2019 competition, that means that 72 out of 100 TVs in Colombia were watching the game when we launched Unpaid Product-Shot.

With these insights in mind, we launch a social media contest that invited fans to create the “cheapest” product-shots featuring some of the most expensive players of our national team; and thus, win the same squeeze bottles that professional athletes use for their recovery.

During the Copa America 2019 broadcasts, -one of the most expensive advertising slots- we invited Colombian fans:

1. To watch the game live

2. Take pictures of the players every time they rehydrated with Gatorade

3. Share those pictures on their insta-stories tagging @Gatoradecolombia

And just like that, they could win the same squeeze bottles that professional athletes use for their recovery on the field.

Thus, Colombian fans created the most valuable and “cheapest” product-shots, featuring some of the most expensive players of our national team, and shared this content with their followers on Instagram.

17% ENGAGEMENT / 44x more than other advertisers

99% SHARE OF VOICE

We co-created with Colombian fans, the most valuable and “cheapest” product-shots, featuring some of the most expensive players of our national team.