Powerade National Athletic Trainers Association
Challenge
Powerade needed a strong presence at the National Athletic Trainers Association’s annual exhibition. As the premier athletic training convention, it is critical for brands in the athletic performance category to create connections with influencers and build brand loyalty. However, Powerade’s primary competitor and leader in the category, Gatorade, had an agreement with NATA to be the official sports drink of the association. Powerade needed to find a way to create buzz for the new online store, drive product trial, enhance credibility as a category leader, and increase exposure for its “Just a Kid” campaign.
Solution
MELT created an experience that combined guerilla marketing, a premium on-site experience, and marketing materials that helped tell Powerade’s great story. Prior to arrival, attendees received emails letting them know about the brand new online store, showcased great product offerings to see Powerade solutions, and invited them to the Powerade booth. In town “Just a Kid” street teams offered up customized “Just a Kid” t-shirts to important partners who RSVP’d to the Powerade hospitality party during the week. Those who didn’t RSVP were given a chance to customize their shirt, which they could pick up at the Powerade convention display.
At the convention, MELT developed an eye-catching display featuring the “Just a Kid” campaign, a giant inflatable bottle, and a sampling bar. When they visited the display customers were encouraged to take a short survey in exchange for a commemorative Powerade squeeze bottle. Customers could also pick up their customized t-shirt while they learned about brand product offerings from team members and new collateral materials.
Gallery
Results
With MELT’s help Powerade achieved incredible results at the 2015 convention. Over 60% of attendees received and reviewed the brand email communications. The brand experienced a 380% increase in total number of sales transactions at the convention, and its sales figures increased a huge amount year over year. Over 90% of the convention attendees sampled Powerade products, and Powerade gave away 325 “Just a Kid” t-shirts during the convention. The brand received more than 1,000 survey responses from these customers. The display also resulted in 240 online transactions during the event. The Powerade display was consistently busier than Gatorade’s display, even with a fraction of the presence of its competition.
%
Increase in Sales at the Convention
%
of Attendees Sampled Powerade Products
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