# Immersive Drink Branded Activations Gatorade's SXSW Activation Features AR Tech and Secret Rooms By Ell Smith | Published 2018-03-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gatorades-sxsw References: [adweek](http://www.adweek.com/brand-marketing/gatorade-created-a-shop-with-a-secret-room-full-of-tech-driven-training-equipment/) & [gatorade](https://www.gatorade.com/) 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 ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 92% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### 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. ## Related on Trend Hunter - [Althete-Focused Hydration Solutions](https://www.trendhunter.com/trends/gatorade-1.md) - [Festival Hydration Drink Campaigns](https://www.trendhunter.com/trends/electrolit-activation.md) - [AR Beverage Launches](https://www.trendhunter.com/trends/fantasy-ruby-red.md) - [GenAI Water Bottles](https://www.trendhunter.com/trends/gatorade-squeeze-bottle.md) - [Hydrating Outdoor Billboards](https://www.trendhunter.com/trends/bpm-pay.md) - [Color-Changing Cleats](https://www.trendhunter.com/trends/color-changing-cleats.md) - [AR-Enabled Airport Vodka Experiences](https://www.trendhunter.com/trends/swipe-back.md) - [Hydration-Focused Pop-Ups](https://www.trendhunter.com/trends/just-add-water.md) - [Soccer-Themed AR Activations](https://www.trendhunter.com/trends/score-with-pogba.md)