OMD - PepsiCo, Gatorade Thirst Meter in NBA 2K9
PepsiCo, Gatorade Thirst Meter in NBA 2K9
Finalist Branded Content/Product Placement
In an effort to reach a segment of Gatorade's target consumer that does not play sports or even watch sports but still interacts with "sports" - in other words The Gamer - OMD integrated the Gatorade product into the NBA 2K9. The "thirst meter" feature was seamlessly integrated into the game to notify the gamer when a player was becoming dehydrated (players would get sluggish if neglected). Gatorade would then recommend a fully-hydrated substitution. "Around the Cooler" commentary voiceover mirrored the real-life TV feature. Gatorade signage, coolers and cups appeared throughout the stadium just like at a real sporting event. Qualitative research indicated that "purchase consideration" and "willingness to recommend" significantly increased among users and 70% assigned a rating of 4 or 5 on a five-point likeability scale. OMD successfully reached the audience and enhanced their gaming experience at the same time.
OMD: Ryan Peterson, Project Manager, Ignition Factory; Dario Raciti, Director, Ignition Factory Gaming; Pranav Pandit, Group Director of Digital; Mike Haywood, Strategy Supervisor.