Gatorade's SXSW activation, entitled the G-store combines immersive technology with ingenious branding, offering consumers a futuristic pop-up that demonstrates the future of the drink brand.
Guests of the small space are provided with iPads and are tasked with finding Gatorade products that fulfill four categories: hydration, energy, recovery and endurance. This AR-infused experience will unlock different levels each time a consumer completes a task, effectively taking the player to the next stage. At the end of the scavenger hunt-inspired game, players are directed to a fridge, which actually opens into a hidden room that's filled with futuristic VR games and other sports-based experiences.
According to Gina Hardy, this activation was created to highlight the ways in which "evolving technology is fueling athletes training.”
Image credit: Gatorade