has already netted a few notable trophies for its stunning Replay
work, including two Grand Prix at Cannes this week and the highly coveted Grandy
at the Andy
awards in April.
And when you take a peek at the brand's 'social media command center', it offers some clue as to why this brand is suddenly in the limelight.
-owned sports drink has released details of the control room to Mashable
in an article which
describes it as a 'war room for monitoring the brand in real-time across social media'.
The company uses it to track media performance, create an ongoing dialogue with consumers, and collect insights which will influence new product development and marketing strategies.
For instance, a track featured in a Gatorade ad was released in full following positive online feedback, while the multi-dashboard room also helps to steer online consumers in the right direction. The article carries a claim from Gatorade that it has increased engagement in its product education (mostly video) by 250%.
Mashable interviews Gatorade's senior marketing director, consumer and shopper engagement Carla Hassan
, who describes Gatorade's ultimate goal: 'To take the largest sports brand in the world and turn it into largest participatory brand in the world.'
A short YouTube
video explains the purpose of the Command Center: 'Wherever people are talking, clicking, typing about our brand, mission control is there to listen... [Gatorade is] setting the stage for digital leadership.'
We couldn't agree more. This kind of 'control room' facilitating agile reactions in real-time should be an investment under consideration for all brands right now.
Read the article here