SASSO has partnered with POWERADE® over the years to differentiate their brand and reach an under-tapped market of young consumers. POWERADE® POWER YOUR SCHOOL and POWERADE® POWER THROUGH™ were campaigns created to do just that by engaging with high school athletes and encouraging them to create user generated content (UGC) entries for a contest where athletic programs could win money to help their team power through to the next level.
POWERADE® wanted to bring a more intimate, regional focus to this national campaign and selected SASSO to execute this strategy. We examined the target markets and created content to make an impact and build relationships with the students, faculty, parents and fans in the region. SASSO employed a custom website, targeted social ads, branded social posts and direct social outreach to local high schools paired with fresh in-store creative displays, exciting video content, and on-site activation events to power this project.
With campaign success measured largely by the number of contest entries, SASSO knew the primary entry funnel (web) had to be eye-catching with simple functionality.
We brought back our favorite goofball coach and harnessed his comedic charm to illustrate a few examples of ways that the POWERADE® POWER YOUR SCHOOL contest could help a school upgrade.
This POWERADE® campaign was designed specifically to lift sales while also promoting community engagement. Our approach was to inspire a sense of fun and engage students to create user generated content (UGC) in the form of video-entries and written essays for their chance to win. Though this was a national campaign, our strategy was to create a very localized sense of involvement from the schools and athletes.
We've all either had or known someone who's had that out-of-the-box P.E. coach - the one who takes himself waaay too seriously. SASSO used that same zany character to captivate viewers and line-up entries in a YouTube spot aimed at high schoolers.