Resonance

...is Gatorade´s, a PepsiCo brand, stated mission. They have, as most of you have seen by now, an impressive focus on monitoring enabling them to gather valuable insights through their Mission Control:

What I personally like the most, is their official goal to become the largest participatory brand in the world. But what are their bold solutions that truly activate the market and builds meaningful relatonships. How do they use the insight?

> Their Facebook page is all about their campaigns, not particulary activating or relevant.  
> Youtube “the latest and greatest from Gatorade” seems to function as a supporting tool.
> Twitter, http://twitter.com/#!/gatorade, they seem to try to be interested in what their fans are interested in. Not genuin though. Far to seldom. Some activating attempts. Links to their campaigns.
> G Series, http://www.gatorade.com/default.aspx#program?s=g-series-locker-room&es=serena-preparation, can´t see how this is can work. I don´t know. Maybe it´s because I´m european, but it just feels wrong and false. Relevance? Culturally? Do people become engaged and emotionally more attached to Gatorade through these movies? I have no idea.
> GSSI, http://www.gssiweb.com/about_gssi.aspx, rational. One way street...
> PlayerOfTheYear, http://playeroftheyear.gatorade.com/volleyball/state.html, like the idea. Spread it to local heroes. But why they have such a static solution beats me. No energy. No activating. BIG opportunity to build an ongoing 365 day solution enhancing both the athletes and fans universe.
> Quest of G - http://www.gatorade.com/default.aspx#program?s=quest-for-g-the-series, a great idea. Where did they show it?Not on youtube as far as I can see. Was it open for anyone? Did they build local heroes? Could people participate somehow? No idea.
> http://www.elleryridesallday.com is a nice attempt at storytelling, but how seems to not be part of any activating strategy.
> Leave it on the floor, http://www.gatorade.com/default.aspx#program?s=leave-it-on-the-floor

....ok, got the picture know? They´re trying to focus on CONTENT,  and are in my opinion not able to activate the market.They seem to be far from connecting meaningful to consumers. Gatorade is not in TOUCH with real people.

It´s not content that´s key. It´s focusing on how to help people to create their own content, aggregate and/or facilitate this through 365 days solutions. Gatorade should be launching and creating ideas, based on their ideal, that continuously stimulates and facilitate how people can create and share stuff themselves. Become part of culture, enable evolution – don´t only react and play ball with the establishment. Be bold! Activate and reward people. And build campaigns on top of this that helps people to after rationalize why what they have been part of is valuable.  

To me this seems to be an outdated strategy and can´t see how Gatorade will manage to become the heart, hustle and soul of the game...

Activate the market: