INTRODUCING GATORADE BOLT TO AUSTRALIA
When Gatorade invested in bringing the world’s fastest man, Usain Bolt, to Australia for the launch of its newest variant – Gatorade Bolt Lemon Ice – Res Publica was asked to develop a PR campaign which created maximum hype and excitement about the product. We were also asked to work closely with the brand’s media-buying agency, using PR opportunities to drive additional value from advertising spend. Adding to the tightness of the brief was the restriction on interview time with Usain – we were allotted only 90 minutes with him during his visit.
Our main challenge was ensuring that the product didn’t get lost in blanket coverage of Usain’s visit – his first trip to Australia. Our strategy therefore was to work with selected media partners, guaranteeing mention of the product, for our 90 minutes’ worth of interviews. We also advised Gatorade to create an event – the Gatorade Bolt – coverage of which would reinforce the product name. While researching possible venues, we discovered that a race was already being held to find Australia’s Fastest Footballer, and the timing coincided with Usain’s visit. We therefore recommended partnering with the event promoter, eliminating the need for creating an event from scratch and maximising exposure for the product through branding opportunities.
We ensured that Usain was fully briefed on each media outlet and was well-versed in the key messages on Gatorade Bolt prior to his interviews.
Key outcomes of the exclusive activity were:
· A five-minute slot on Network TEN’s 7pm Project, (hitting the sweet spot with Gatorade’s target audience) including mention of the launch of Gatorade Bolt and the event
· A five-minute interview on NOVA’s Drive program, including mention of the product launch. The broadcast interview was supported by online footage including vision of the product.
· Branded coverage on Network TEN’s Sports Tonight program
· A ten-minute interview on ONE HD’s Thursday Night Live, including mention of the product launch and coverage of the Gatorade Bolt
· All broadcast media added value to Gatorade’s media spend
· Blanket coverage in The Daily Telegraph, including branded photos, product mentions and specific reports of the event. Coverage, including the product mention, was also rolled out through other News Limited publications as well as online.
We worked with the client and event organiser to identify further opportunities for integration with media which enhanced the richness of the resulting coverage. As well as a coaching clinic held on the afternoon before the event – which was attended by all major Australian media outlets and resulted in visible branding in all footage and mentions of the event title in the majority of print and broadcast coverage – we also suggested that a media team be entered in a celebrity relay which was held as a curtain raiser to the main event. The NOVA Drive team took up this opportunity, securing further content for their website and creating additional talkability as their anchor, Fitzy, took on Usain in the final leg – and lost!
