Gatorade

Interactive Brand Experience

*I worked on the concept, production, and creative direction.

Personal RFID technology enabling 360º degree interactive content of Gatorade's partner facilites and expert interviews.

Over 50 12k, 360˚ photos of Gatorade partner facilities including 96 interactive video interviews with athletic staff placed within the custom Unity developed experience.

RFID enabled G Bands activate faceplates lined with LEDs that change color when activated. These activate personal attendee accounts which are tagged with recommended content for them, based off how they answered questions within the registration process.

Chalk talk

Learnings from the conference pre-game

Last years feedback told us, among other things, that attendees came to the booth because of Gatorade's impressive brand identity, but even so, the client's wanted more. The goals for attracting attendees in 2017 revolved around leading with education, and using compelling content to highlight their innovations. From those guidelines, we decided to leverage their partnerships and create an experience to draw the attendees in by making them feel like they were really at the facility, walking around and taking everything in. After a lot of inspiration searching and question asking to figure out what the best way to make the experience for the attendee as impactful as we could, we came up with 4 solid points - highlight the exclusive partnerships, capture them in 360º, layer in interactivity, and embed products and brand stories.

36 interactive touch points at the booth*

*more than 40 throughout the entire conference.

Ease of learning and booth flow were major points at the 2017 conference run. Not only did we want the user to be able to find their way around the on screen experience, it was equally important for the spacial experience. At the 2016 conference, as huge as a success at it was, attendees were waiting for up to twenty minutes to begin their interactive experience. We took that learning and ran with it; making sure there were tripple the amount of screens to minimize the wait. We also wanted each screen to be a one-stop-shop, curtailing confusion about what to do next, so all the content was available at each station.