# Hydrating Outdoor Billboards Gatorade's BPM Pay Panels Replenish Urban Athletees on the Go By Laura McQuarrie | Published 2024-04-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bpm-pay References: [thedrum](https://www.thedrum.com/news/2024/04/08/innovative-gatorade-panels-measure-passersby-s-heartbeats-s-o-paulo-brazil)  As it gets hotter outside, it's important for people to keep their liquids up to stay hydrated and feel their best, and [Gatorade's](https://www.trendhunter.com/trends/gatorade-1) newest outdoor campaign uses BPM Pay panels to help with this. Urban athletes in proximity to Sao Paulo’s Paulista Avenue will spot a newly installed billboard that taps into the Portuguese concept that reflects a sense of reciprocity and mutual aid within communities or social circles, and the idea that sweat helps us get further. The [interactive BPM Pay panel](https://www.trendhunter.com/trends/feel-the-billboard) measures cardiac rhythm and offers participants a taste of Gatorade’s new Berry Blue flavor. The campaign runs at strategically calculated times throughout the day, all the while [encouraging exercise and healthy hydration](https://www.trendhunter.com/trends/zero-missed-workouts) to support optimal performance. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 82% | Activity: 86% | Freshness: 23% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Interactive Outdoor Campaigns:** Utilizing BPM Pay panels for engaging outdoor experiences that promote brand image and consumer interaction. - **Cardiac Rhythm Measurement:** Implementing technology to monitor heart health and offer personalized product experiences based on individual data. - **Hydration Monitoring Initiatives:** Developing innovative solutions to encourage hydration awareness and healthy practices in urban environments. ### Industries Being Reshaped - **Advertising & Marketing:** Exploring creative ways to integrate technology into outdoor advertising to capture consumer attention and drive brand engagement. - **Sports & Beverage:** Integrating health monitoring technology into sports-related products to enhance consumer experience and promote active lifestyles. - **Health & Wellness:** Fostering initiatives that leverage technology to promote hydration awareness and overall well-being within urban populations. ## Related on Trend Hunter - [Serum-Dispensing Billboards](https://www.trendhunter.com/trends/hydrating-billboard.md) - [Beer-Cooling Billboards](https://www.trendhunter.com/trends/heineken-billboard.md) - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md) - [Playful Hydration Campaigns](https://www.trendhunter.com/trends/liquid-iv-hydration-product.md) - [Althete-Focused Hydration Solutions](https://www.trendhunter.com/trends/gatorade-1.md) - [Sweat-Sensitive Skin Patches](https://www.trendhunter.com/trends/hydration-patch.md) - [Athlete-Inspired Interactive Experiences](https://www.trendhunter.com/trends/g-arena.md)