Sports beverage company Gatorade recently entered the digital market with the launch of its new 'Highlights App' that allows athletes to customize their sports portfolio for family, friends, and recruiters -- this app is being promoted with the creatively gamified #ThisHighlight campaign.
The campaigns feature high school students playing sports and recording their successes using the app. The videos have been digitally enhanced with emoji-like images that are reminiscent of 90s-themed cartoons and include humor and swagger to encourage teens to celebrate their successes. The digital campaign targets 13 to 17-year-old athletes by connecting with them on the social spaces they are accustomed to.
#ThisHighlight campaign will run on the brand's social media channels in addition to several real-life activations that focus on sports moments.