Whatyou'vealwayswantedtoknowaboutourGATORADEDigitalBrandExperience,butneverdaredtoask...

What you've always wanted to know about our GATORADE Digital Brand Experience, but never dared to ask...

After we won the FWA OF THE DAY with GATORADE on October 19, 2018, FWA approached us and asked us to share some deeper insights into our GATORADE Digital Brand Experience 2018 with their readers. Of course, we did! Learn more about what we aimed to achieve with this project and get ready for some secret facts.

What did you aim to achieve with this project?

For the Gatorade Roadshow, which took place in 2018 at 5 different locations in the USA, we created a modular digital exhibition booth to engage trade show visitors in learning about Gatorade's latest products and innovations in an entertaining, personal, and engaging way, clearly positioning Gatorade as an innovative sports drink company.

To create a clear and engaging user journey and to learn about the product benefits in the simplest way, we divided the entire experience into four installations, with different goals set for each app, focusing on the gamification factor instead of passive exploration. Therefore, in some cases, we chose to expand some experiences as multiplayer games, while others were kept as individual experiences for sharing social content or gathering useful information about the products.

To ensure a seamless user experience, we used RFID wristbands as the key for full interaction with the installations and for collecting information.     

What technical challenges did you face and how were they solved?

To ensure a connection between all touchpoints and user interactions, we had to connect more than 30 applications developed on different platforms. This allowed users to register their RFID bands at home on their own devices, log in to Unity-based 3D games on-site, or even attend additional remote sports events in close proximity to the events hosted by Gatorade. Therefore, we had to set up a real-time network to connect all these apps, analyze user data in real-time, and send individual product information or gifts based on their individual user journey. This year's goal was to inform participants about products and innovations in a playful and fun way. Therefore, we developed several Unity 3D multiplayer games, set up transparent display boxes, and connected hardware features such as LED stripe controllers in combination with physical interactions.

What does winning an FWA Award mean to you?

The FWA has always been an important platform to reach a variety of other geeks, agencies, and innovative clients. FWA has influenced our work from the beginning and has always kept us updated on the great work people are pushing forward in various digital fields. We are proud to be a part of it and look forward to more FWAs in the future.

Tools we used:
  • Unity 3D
  • MQTT
  • Node-Red
  • Ionic
  • CraftCMS
  • Raspberry Pi
  • Fade Candy LED Controller
  • Protopixel LEDs
  • MMT transparent Hypeboxes
  • RFID
Three hot facts:
  • Modular trade show appearance at 5 locations in the USA
  • Over 6,000 registrations and user interactions during the trade shows
  • Real-time 3D games where users can compete against each other
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