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.
Key Themes Behind This Trend
- Gamified Advertising
- There is an opportunity for brands to create gamified advertising campaigns that engage and resonate with Gen Z audiences.
- Personalized Sports Portfolios
- The development of apps and platforms that allow athletes to customize and share their sports portfolios presents an opportunity for disruptive innovation in sports technology.
- Humor and Swagger in Marketing
- Incorporating humor and swagger into marketing campaigns can be an effective way to connect with and appeal to younger audiences.
Where This Applies
- Sports Beverage
- Sports beverage companies can explore opportunities to develop apps and digital platforms that cater to the needs and interests of young athletes.
- Social Media Marketing
- Brands can leverage social media channels to target and engage Gen Z athletes with creative and visually appealing campaigns.
- Sports Technology
- The sports technology industry can focus on creating innovative apps and platforms that enhance the sports experience for athletes and provide valuable tools for their development.
