Created news, not advertising. Generated US$3,415,255 worth of earned media from just $225K in paid media. 14,000% ROI.REPLAY content engaged audiences 6X longer than the average YouTube video.

Picked up as a documentary television series by Fox Sports Net. Season 1 content aired nationally to 90 million households.

Thousands of nominations from former athletes around the US have been submitted for REPLAY Season II and Season III, both slated for 2010.After calls from nearly every major movie studio, a feature film is currently in development.Regional Gatorade sales increased 63%.

Fuel an opportunity every athlete dreams of - a second chance. Gatorade created a 5-part online documentary film that reunited the original players (now all in their mid-30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. For 90 days Gatorade provided training and nutritional advice to help prepare these former athletes for the big game.We called the online documentary series ‘Replay.’ The Replay trailer was seeded and spread through out YouTube, Facebook and sports blogs. The 5 long-format episodes were housed on Gatorade’s very own sports/entertainment content website, MissionG.com. The live Replay event was broadcast on local TV within the New Jersey and Pennsylvania region.Because the Replay series became a blockbuster sports documentary online, the Replay series was quickly picked up nationally with an hour-long version of the series airing on a major sports network.

Challenge:Athletic participation plummets drastically once individuals graduate from High School. Family, career and increasing obligations inevitably replace sport.Per US government statistics, 7 in 10 adults over age 30 don’t exercise regularly. And thus, aren’t using Gatorade like they used to.Our challenge was to reignite the athletic spark with this group of former Gatorade loyalists. Objectives:1. Allow people to experience what Gatorade stands for – A Catalyst for Athletic Achievement.2. Demonstrate Gatorade’s functional reason for being – Fuelling Athletic Performance. Insight:No matter how great they are or how many championships they’ve won, all athletes have one game or moment they wish they could change the outcome of. But in sport, there are no second chances. So we wondered, what if we could change this truth about sport?