Case Study: Gatorade Quest for G

Background

What do you get when you mix Gatorade, Kevin Garnett and Monty Python? The hilarious super bowl commercial thought up by TBWA/Chiat/Day and distributed online by BBE. See our impact on this expedited campaign…

Our Approach

Gatorade and BBE already established an enormous amount of impressions, but to accomplish their goals of getting the videos to go “viral” required our expertise and a more strategic look at social media.

These high budget, high concept videos had all the makings of a video that people talk about…the conversation just had to be initiated and ongoing. Our relationships with online tastemakers initiated the conversations and strategic plants within communities kept them going. Administrators of Kevin Garnett and Derek Jeter fan clubs within social networks advocated and shared the videos. Monty Python groups either touted and trashed the spoofs, but either way, they kept the conversation going.

Searchers on Google, You Tube and other highly trafficked engines looking for Kevin Garnett, NBA commercials, super bowl ads, Monty Python and many other key search terms organically were funneled to our video content. Because the content was so attractive, fans grabbed it for their channels and social bookmarking sites like Digg and Delicious were flooded with the videos.

This buzz arose from a successful word of mouth campaign and an emotive viral connection that fans made and thus spread.