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Gatorade’s Digital Marketing Strategy
ANDREW RADEMACHER
Background
1965 University of Florida assistant football coach
With success, word began to spread
Into the NFL – “Gator coach’s aid
Digital Marketing StrategyPillar #1: Leveraging Athletes
The power of Micheal Jordan
Transition to current athletes
Role Models
Digital Marketing StrategyPillar #1: Leveraging Athletes
Mobile App
Interactive
Provides information - benefits
Digitial Marketing StrategyPillar #1: Leveraging Athletes
Mobile App continued…
Tracing success of Gatorade’s athletes
Capturing “moments”
Digital Marketing StrategyPillar #2: Internet Marketing and Adwords
Pay per click
Google Adwords
Implementing with NBA, MLB, NCAA, NASCAR, NHL, etc
Digital Marketing StrategyPillar #3: NCAA
Shifting Demographic to younger athletes
NCAA is “money making machine”
Focus on particular conferences and colleges
Digital Marketing StrategyPillar #4: Social Media
Twitter account
#hashtags
Opportunity to leverage athletes
Digital Marketing StrategyPillar #4: Social Media
Facebook page Leveraging athletes…again
New interactive website
Budget
$3 million total
$1 million for market penetration into NCAA
$1 million for mobile application
$1 million for Facebook and interactive webpage