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
What's Driving This Trend
- Immersive Technology
- Exploring the use of immersive technology, such as augmented reality (AR) and virtual reality (VR) in brand activations.
- Interactive Branding
- Utilizing interactive experiences and gamification elements to engage consumers and create memorable brand interactions.
- Hidden Experiences
- Incorporating secret rooms or hidden elements in brand activations to surprise and delight consumers.
Who This Affects Most
- Sports Beverages
- Implementing immersive drink branded activations to create unique experiences for consumers and drive brand loyalty.
- Technology
- Leveraging evolving technology, such as AR and VR, to enhance brand activations and provide immersive experiences.
- Athletic Training
- Exploring disruptive innovation opportunities by incorporating evolving technology into athlete training experiences.
