There are dozens of ways to find out a forecast, but Gatorade hopes to make this kind of information more meaningful with a personalized weather report tool called 'Fuel Alerts.'
The Gatorade Fuel Alerts tool is used from the @FuelAlerts Twitter account in order to send athletes customized suggestions on how to care for their health in response to upcoming weather conditions. Using existing information collected from Twitter on a user's location, time and interests, this tool is able to provide beneficial reminders and suggestions like: "As temperatures rise, so does the risk of hydration." In order to test out this new prototype developed in partnership with Twitter, Gatorade Fuel Alerts were sent to 100 SXSW attendees in Austin this year.
Social media integration means that the brand is not reliant on users downloading a standalone app for use.