Gatorade + So You Think You Can Dance // Integrated
Gatorade wanted to integrate into the dance world to introduce G Series Fit - a new sportsdrink aimed at fitness athletes, so they sponsored Fox’s show "So You Think You Can Dance” (SYTYCD). The brief: create
a print ad for the winner of SYTYCD to run in Dance World magazine.
However, we took a page from the show’s format and created multiple print ads for fans to vote on, and then pushed Fox to give us some airtime during the finale.
The result: Gatorade appeared moments after Melanie Moore was crowned champion while 6.3 million people tuned in. More than 50,000 fans went online to vote for Gatorade’s Dance World magazine print ad and the total PR ran up to and over 11 million impressions on a bare bones budget.
Skip ahead to :45 for the on-air plug:
The dancer community embraced Gatorade, especially since we captured authentic moments from their rehearsals not their performances. Fans posted and reblogged their support everywhere.