2011 Issue 55 - Internationalist

INNOVATIVE DIGITAL MARKETING SOLUTIONS
GOLD
Nissan GT Academy — OMD US
NThe motorsports world is defined by innovation and
G
excitement,
but catching this community’s attention requires
something truly special.
Nissan GT Academy is a multi-platform program that
provided a once-in-a-lifetime opportunity to take
driving skills from virtual to reality with the
opportunity to become a pro race car driver. Nissan
GT Academy is a mesh of gaming, branded
entertainment and social media—all designed to entertain,
engage and reward the audience across multiple platforms from gaming console to social
networks to primetime TV. The program’s three phases—tournament, driver development, and reality show-
- all culminated in the SPEED Channel’s airing of the competition at England’s historic Silverstone race track
with 16 other competitors from across Europe.
The tournament attracted nearly 54,000 aspiring racers who spent tens of thousands of hours racing virtual
Nissan vehicles. Many have become pro-active Nissan brand advocates.
GOLD
Gatorade/ Your Shape Fitness — OMD US
In an effort to further evolve the Gatorade brand within the sports
nutrition and innovation arenas, Gatorade developed the
G Series FIT product ine for the fitness athlete. The objective was to
authentically introduce and drive broad awareness of G Series by utiizing
custom integrations within relevent fitness aids.
Fitness Athletes no longer have a set practice schedule and now rely on themselve to seek out tools, music,
workouts and nutrition information. They often look to digital adies to coach, monitor and movitate them. This
insight led Gatorade to seek the next evolution of the workout.
The Introduction of the Kinect motion sensor for the Xbox 360 opened the doors to the physical approach to fitness
that Gatorade needed. The brand partnered with Ubisoft and their new fitness title, “Your Shape. Fitness Evolved.”
The Gatorade program took advantage of ambient placement of the brand, brought in fitness trainer Gunner
Peterson to create a custom workout and involved a sweepstakes to work out with Gunner.
The most innovative piece of the program was the real game changer. Pioneering a new tech breakthrough,
Gatorade and Ubisoft worked together for over a year to create the world’s first product recognition in a game.
Users who purchase the new G Series FIT O2 bottle could unlock an exclusive warm-up in game by holdling the
bottle in front of the Kinect Sensor. Kinect scans the bottle, recognzes the purchase, and awards the athlete with
getting fit with G. The bottle scanning product recognition not only helps drive sales, but has the entire industry
buzzing about how they too can use it now that Gatorade has pioneered the idea.
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