The Book of Harrison
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POWERADE GAME SCIENCE

POWERADE GAME SCIENCE
Between endless drills, studying film, creating game plans, executing strategy and perfecting mechanics, athletes have elevated their game to a science. Chris Paul takes the stage to show how the science of Powerade ION4 fits perfectly into this 21st century approach to sports.

This year-long rollout launched during the 2011 NCAA basketball tournament, resulting in significantly increased brand awareness, increased sales, increased retail buy-in and a unified brand presence across all media channels.

THE MAKING OF

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The digital aspect of the campaign evolved to an “Ion4 Point Ranking System,” a reference to the four electrolytes found in Powerade. The ranking system allowed fans to see how teams rank based on various basketball metrics, such as points scored and assist-to turnover ratios to help fill out their brackets and to follow teams’ progress in the tournament.

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PR
“For the first time the brand will be front and center during March Madness, leveraging its designations at the ‘Official Sports Drink of the NCAA’ with a robust marketing campaign dubbed ‘Game Science’.”

“Powerade hits record markert share” -CNBC

As the Game Science campaign continued into baseball season, Powerade athlete and MLB All-Star Ryan Howard was showcased doing what he does best - combining power with precision.

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