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REPLAY
THE PROBLEM
7 in 10 adults over age 30 don’t exercise regularly.
And thus aren’t using Gatorade like they used to.

THE CHALLENGE
Reignite the athletic spark among this 30+ age group.

THE SOLUTION
Fuel an opportunity every athlete dreams of - a second chance.
Gatorade reunited the original players – now mid 30s – to replay a high school football game from 1993 that ended in a 7-7 tie.

THE RESULTS
• Game sold out in 90 minutes. 15,000 fans in attendance
• The original coaches, cheerleaders and even band members returned.
• Gatorade athletes Peyton and Eli Manning served as assistant coaches.
• Game broadcast in primetime across 2 states.
• Generated US$3,415,255 worth of earned media from just $225K in paid media. 14,000% ROI.
• No traditional print or TV media buy.
• 6-page editorial spread in Men’s Health. Named as one of CNN’s Top Stories of 2009.
• Originally a 5-episode web-film, REPLAY is now a documentary TV series on Fox Sports Net to 90 million subscribers.
• Seasons II and III have been announced.
• Thousands of athletes have petitioned Gatorade to be selected for the next REPLAY game, scheduled for 2010.

SPONSORS

OFFICIAL PARTNERS

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