Gatorade
One Handed Catch!
How to do social media the right way: turn a product benefit into a weird, anarchic Snapchat game to connect with Gen Z on their terms.
THE BRIEF
In 2019, Gatorade enlisted Swift to help them connect with Gen Z athletes. Our strategy repositioned the brand, from Coach on the sidelines to Teammate in the huddle.
So when they briefed us to make an ad campaign for NFL fans, we said: “Why not create a social-first experience on platforms where they actually engage with their friends instead?”
THE SOLUTION
Snapchat dominates Gen Z’s attention: 90% of 13-24 year olds spend time on the platform, not just to use filters and keep streaks alive, but to play games too.
Excited by this, we delivered ‘One Handed Caaaaatch’, an anarchic Snap game rooted in Gatorade’s core product benefit: hydration.
GAME ON
Inspired by the Shooting Stars meme, players had to steer a football player through a never-ending universe of beaches, galaxies and Gatorade athletes. But the only way to keep moving was to stay hydrated by catching bottles of Gatorade.
To prove Gatorade’s effectiveness, the game never ends: if you stay hydrated, you keep going and going.
The team was awesome and the game was a labour of love, with every asset made from scratch, including bespoke sound effects which were used in both the game and the SnapAds promoting the game.
CATCHING FIRE
The game, which launched in late December during the College Bowl games, was one of Snapchat’s most successful branded games ever.
Over 3million Snapchat users played the game, racking up over 1.5million minutes of gameplay.
Credits
AGENCY
Swift
Portland, OR
2019
ROLE
Creative Direction
Production
NEXT LEVEL
Chad O’Connell
Shloimy Notik
Will the Sound Guru
Cade Wallace
Cody Liesinger
Jay Taylor
Matt Berry
Breanna Wilson
Alex Cecala
Meagan Kiene
Zoe Galindo
Don Shelford
BACK TO THE WORK •
BACK TO THE WORK •