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
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.
“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.