• Developed a campaign with a team of six interns for Gatorade’s Performance Academy all in a time-period of 2 weeks, which won first place.

1. 2018 INTERN PROJECT
2 0 1 9
P E R F O R M A N C E A C A D E M Y
1

2. INTRODUCTION
O
2

3. 3

4. DEIDRYGOMEZ
PLANNER
DANIELMORENO
CONNECTIONS-SEO
GABYRINGVALD
COMMUNICATIONS
ANNIELIND
CLIENTENGAGEMENT
ANDREWBOHREN
COPYWRITER
SABRINATINSLEY
ARTDIRECTOR
4

5. PROVIDE BOTH PERFORMANCE AND PLAY.
DEVELOP TACTICS TO AMPLIFY THE 2019 CAMP EXPERIENCE.
GET TEEN COMPETITIVE ATHLETES, BOTH THOSE WHO ATTEND THE CAMP
AND
THOSE WHO DO NOT, TO FEEL THAT GATORADE IS A BRAND FOR THEM.
THE ASK
5

6. RESEARCH + INSIGHTS
6

7. THE COMPETITION
“I WENT TO CAMPS NOT
TRYING TO MAKE FRIENDS
BECAUSE PEOPLE WERE
FROM ALL OVER… I JUST
WANTED TO GET MY NAME
OUT THERE.”
- JEREMY, FOOTBALL
7

8. INSIGHTS
1. “ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.”
2.
3.
4.
5.
8

9. THEMEANINGOF
“When I wasn’t running for cross country, fun
was playing pick-up basketball and joking
around with friends.”
“Fun was anytime I could play with my people.”
“Finding more ways to win.”
9

10. INSIGHTS
1. ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.
2. TO THE TEEN COMPETITIVE ATHLETE, “PLAY”
IS SEEN THROUGH AN ATHLETIC LENS.
3.
4.
5.
10

11. TEEN SOCIAL MEDIA USAGE BREAKDOWN
95%
OF TEENS SAY THEY
HAVE A
SMARTPHONE
11

12. GEN Z AND VIDEO GAMES
OF MALE GAMERS
UNDER 21 PLAYED A
VIDEO GAME
REPRESENTING THE
SPORT THEY PLAYED IN
REAL LIFE.
OF TEENS PLAY
VIDEO GAMES ON
CONSOLES
12

13. INSIGHTS
2. TO THE TEEN COMPETITIVE ATHLETE, “PLAY”
IS SEEN THROUGH AN ATHLETIC LENS.
3. “PLAYING SPORTS VIDEO GAMES IMPROVES MY PERFORMANCE.”
4.
5.
1. ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.
13

14. IMPORTANCE OF
14

15. “Training with people of similar ability I find it’s always good to push myself, to
push off and have a competitive environment going. It also makes it fun as well
because a lot of the time they become your friends, and it motivates you to
train”
“I can’t remember high school without soccer. My best friends
were on my club team,
and I spent weekends traveling with them.”
“My world was defined by the sports I played.”
15

16. INSIGHTS
2. TO THE TEEN COMPETITIVE ATHLETE, “PLAY”
IS SEEN THROUGH AN ATHLETIC LENS.
3. “PLAYING SPORTS VIDEO GAMES IMPROVES MY PERFORMANCE.”
4.“MY SPORT IS MY IDENTITY.”
5.
1. ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.
16

17. COMPETITION GOES BEYOND THE COURT
WILLING TO WORK HARD, BUT THEY
GEN Z IS SAID TO BE DEFINED BY
ITS COMPETITIVENESS
OF GEN Z’S WOULD LIKE
TO HAVE A LARGER FOLLOWING ON SOCIAL
MEDIA THAN THEY CURRENTLY HAVE
56%
THEY WANT TO WORK ON THEIR
OWN AND BE JUDGED ON THEIR OWN MERITS
WILLING TO WORK HARD, BUT THEY
EXPECT TO BE REWARDED FOR IT
GEN Z IS SAID TO BE DEFINED BY
ITS COMPETITIVENESS
17

18. INSIGHTS
2. TO THE TEEN COMPETITIVE ATHLETE, “PLAY”
IS SEEN THROUGH AN ATHLETIC LENS.
3. “PLAYING SPORTS VIDEO GAMES IMPROVES MY PERFORMANCE”
4.“MY SPORT IS MY IDENTITY.”
5. TEEN ATHLETES LIVE IN A GAMIFIED WORLD.
1. ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.
18

19. TARGET PROFILE
19

20. THE
• LIVES IN THE GYM (ACTIVE)
• SPENDS FREE TIME ON THE
COUCH (STATIONARY)
• LOVES ANY KIND OF
COMPETITION
• COMPETES WITH FRIENDS
ON AND OFF COURT
• CRAVES EXPOSURE
• CARES ABOUT SOCIAL
CURRENCY
20

21. STRATEGY
21

22. ATTENDING AN ELITE
SPORTS CAMP IS ALL
WORK AND NO PLAY.
TEEN ATHLETES LIVE FOR
ATHLETIC COMPETITION IN
AN ALREADY GAMIFIED TEEN
WORLD.
GATORADE IS THE BRAND FOR ME.
GET THESE ATHLETES TO FEEL
RECOGNIZED BY PROVIDING THEM
WITH A ONE-OF-A-KIND CAMP
EXPERIENCE THAT BRINGS THE
TWO TOGETHER.
22

23. DO WE DO THIS?
23

24. 24

26. BIG IDEA
26

27. TAKE YOUR GAME TO THE NEXT LEVEL. LITE
BUILD YOUR “DREAM TEAM”
(YOUR FRIENDS) VIA ONLINE MICROSITE
EXPERIENCE CAMP THROUGH
THE LENS OF 3 “GAME MODES”
ACQUIRE POINTS
THROUGH COMPETITION
MAKE IT TO THE
“FINAL LEVEL”
BEAT THE “GAME”
(WIN THE TOURNAMENT)
27

28. 28

29. DAY CAMP
IN MID - JULY HOSTED BY G COACHES
4 CAMPS, 4 CITIES
TEAMS OF 8 PEOPLE
16 TEAMS PER CAMP
NATIONAL
CHAMPIONSHIP
29

30. 30

31. 2 0 1 9
P E R F O R M A N C E A C A D E M Y
M I N N E A P O L I S
K A R L A N T H O N Y T O W N S M AYA M O O R E
O K L A H O M A C I T Y
A L L I S H A G R AYP A U L G E O R G E
B O S T O N
E L E N A D E L L E D O N N EJ AY S O N T AT U M
M I A M I
S Y LV I A F O W L E SD W YA N E W A D E
31

32. MODES
32

33. WHERE THE DRILLS HAPPEN
PROFESSIONAL INSTRUCTION BY GATORADE COACHING STAFF
APPEARANCES BY G COACHES
SKILL GAMES THAT COUNT FOR PERFORMANCE POINTS
INTRODUCTION OF TECH TO REFINE SKILLS
PARTNERSHIP WITH SHOT TRACKER
THE
33

35. REST AND RECOVERY PERIOD
LOUNGE SPACE EQUIPPED WITH
GATORADE
PRODUCT AND NBA 2K
COUNTS FOR RECOVERY POINTS
THE
35

36. WHERE TOURNAMENT STYLE
GAMES ARE PLAYED
INCLUDES A GATORADE CUSTOM
COURT
CROWD ATTENDANCE
PA ANNOUNCER
BUILD PERFORMANCE POINTS
MUST ATTAIN A BENCHMARK OF
PRIME AND RECOVER POINTS TO
BE ELIGIBLE TO COMPETE IN
PLAYOFFS
36

37. 1 DAY FINAL EVENT IN CHICAGO IN EARLY AUGUST
SEMI-FINALS AND FINAL
WINNING TEAMS FROM EACH CAMP REPRESENT THEIR CITY
STREAMED VIA TWITCH
HOSTED BY KEVIN HART
CO-HOSTED BY 2K INFLUENCERS CHRIS SMOOVE AND JESSERTHELAZER
CHAMPION CROWNED BY MICHAEL JORDAN
THE LEVEL
37

38. CONSUMER JOURNEY
38

39. 39

40. GATORADE
ANNOUNCES GPA AT
NBA ALL-STAR
WEEKEND 2019
POP-UP BOOTH THAT’S
HALF BASKETBALL
COURT, HALF LIVING
ROOM
HOLD AN
INTRODUCTORY PRESS
CONFERENCE WITH G
COACHES
ALL STAR GAME ACTIVATION
40

41. DIGITAL CONTENT
PAID ORGANIC
41

42. REGISTRATION AND LOCATIONS
TEAM BUILDER
JERSEY DESIGNER
LATEST NEWS
MEET CAMPERS/TEAMS
SEO OPPORTUNITY
DEADLINE TO REGISTER MARCH 10TH, 2019
MICROSITE
42

44. LIVE STREAMED VIA TWITCH
HOSTED BY G COACHES
ONE FOR EACH CITY
SELECTION SUNDAY: MARCH 17, 2019
DRAFTLOTTERY
44

45. 45

46. TOP TEN PLAYS FROM THE ARENA
SHOWCASING DRILLS FROM THE GYM
SHOWING OFF TECH ON DISPLAY AT THE CAMP
PUSHED OUT VIA SOCIAL AND MICROSITE
DAILY CAMP
46

47. SMACK TALK
G COACHES
TRASH TALK
VIA TWITTER
WHILE CAMP
IS GOING ON
ENGAGE NBA TWITTER
BUILD
CONVERSATIO
N AROUND THE
CAMPS
GET
COMMUNITIES
BEHIND
WINNING
TEAMS
47

48. TWITCH HAS OVER
15 MILLION DAILY
ACTIVE USERS.
23 BILLION MINUTES
WATCHED PER
48

49. 49

50. HIGHLIGHTS THE
JOURNEYS OF THE
TEAMS MAKING IT TO
THE FINALS
GIVES AN INSIDE
LOOK AT LIFE
DURING THE CAMP
IN EACH CITY
INTERVIEWS WITH G
COACHES GIVING
PERSPECTIVE ON
THEIR EXPERIENCE AS
TEEN ATHLETES
PUSHED OUT ON GATORADE SOCIAL
LIVES ON
GATORADE
WEBSITE AND
YOUTUBE
CHANNEL
50

51. AT THE FINALS, GATORADE
WILL UNVEIL A LIMITED
AMOUNT OF SPECIAL EDITION
XBOX CONSOLES WITH THE
RELEASE OF NBA 2K20
WILL BE UNVEILED DURING THE TWITC
WINNING TEAM WILL EACH RECEIVE ON
CUSTOM
51

52. TUTORIAL VIDEOS & HIGHLIGHTS APP
52

54. ALL-STAR GAME ACTIVATION/
DIGITALACTIVATIONS
CTA FROM ATHLETES ON
OWN SOCIALCHANNELS
MICROSITE +
TEAM BUILDER
DRAFTLOTTERY
54

55. DIFFERENTCAMP MODES
TUTORIALVIDEOS,
CAMP HIGHLIGHTS,
DOCUMENTARY FINALS LIVE STREAM CUSTOM GAME CONSOLE
TARGETRELIVES ALL
THE CONTENTPOSTED ON
WEBSITE ANDYOUTUBE
55

56. KPIS
56

57. KEY PERFORMANCE
ORGANIC TRAFFIC AND ENGAGEMENT
VIDEO CONTENT ENGAGEMENTS
DATA COLLECTED FROM CAMPERS AND PARENTS
THE HYPE-FACTOR
57

58. FUTURE CONSIDERATIONS
58

59. 59

60. INSIGHTS
1. “ONCE YOU’VE BEEN TO ONE CAMP, YOU’VE BEEN TO THEM ALL.”
2. TO THE TEEN COMPETITIVE ATHLETE, “PLAY” IS
SEEN THROUGH AN ATHLETIC LENS.
3. “PLAYING SPORTS VIDEO GAMES IMPROVES MY SPORT.”
4.“MY SPORT IS MY IDENTITY.”
5. TEEN ATHLETES LIVE IN A GAMIFIED WORLD.
60