Gatorade G2

About the Work

The launch and promotion of Gatorade G2 centered on an offline marketing event for celebrities and VIPs located on-site at the Super Bowl. The interactive challenge of the G2 launch was to bring the party to millions of people at home.

Recreating the lounge within 10 days was the ideal challenge for Phenomblue. The interactive G2 Lounge provided consumers the opportunity to experience the same activities, sights and sounds as their favorite celebrities and athletes hanging out in the G2 Lounge at the Super Bowl. This included playing games against other guests in attendance, checking in live with ESPN’s Mike & Mike and watching branded content produced onsite.

Recognized by Ad Age as one of 2008’s top 50 brands, Gatorade’s Director of Marketing Carla Hassan commented that not only did low-calorie G2 reshape the Gatorade platform, but it broke marketing ground for the brand.