# Creative Gen Z-Targeted App Ads Gatorade's #ThisHighlight Campaign Focuses on Social Presence By Grace Mahas | Published 2019-08-05 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/thishighlight-campaign References: [thedrum](https://www.thedrum.com/creative-works/project/swift-gatorade-highlight) & [apps.apple](https://apps.apple.com/ca/app/gatorade-highlights/id1455532263) Sports beverage company [Gatorade](https://www.trendhunter.com/trends/fuel-tomorrow) 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](https://www.trendhunter.com/trends/kraft-heinz-3) 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. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 55% | Activity: 96% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Internet](https://www.trendhunter.com/internet) ## Key Themes ### 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. ## Related on Trend Hunter - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Gen Z-Focused Hotel Campaigns](https://www.trendhunter.com/trends/hyatt.md) - [Retro Sports Drink Revivals](https://www.trendhunter.com/trends/gatorade-3.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Athlete-Inspired Interactive Experiences](https://www.trendhunter.com/trends/g-arena.md) - [Iconic Sports Drink Campaigns](https://www.trendhunter.com/trends/gatorade-canada.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Bold Athlete-Centric Campaigns](https://www.trendhunter.com/trends/made-for-athletes.md) - [Gen Z Soda Campaigns](https://www.trendhunter.com/trends/enjoy-the-moment-with-a-cocacola.md)