1
2
3
4
5
6
7
Challenge: With the introduction of the G Series - designed to fuel an athlete before, during and after a workout or game - Gatorade went beyond sports hydration and into the world of sports nutrition. But our target, teen athletes, didn't view sports nutrition as important to their performance.
Idea: We recruited 15 of top NFL Rookie prospects to incorporate proven fueling habits into their training programs to help them overcome one of the toughest challenges in sports today: The road from NFL prospect to NFL pro.
As the Rookies saw results in their performance, they became sports nutrition advocates themselves and began tweeting and Facebooking directly with their fans. This resulted in 8 million Facebook impressions and 31 million Twitter impressions.
Episode views of the web series reached 9.1 million.
The program earned an additional 229.6 million earned media impressions.
"Everything to Prove" became the most watched and talked-about content program in the history of the Gatorade brand.
The series was the highest-viewed video content during NFL.com's off-season, training camp and pre-season.