In the realm of marketing, Gatorade is probably best known for splashy commercials featuring some of the world’s most famous athletes. However, a new effort behind the scenes of...
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This interview details Gatorade's "Mission Control Center" that is used to listen, create dialogue and measure the effectiveness of campaigns. Mission Control influences marketing communications, for example by providing Gatorade followers with a full version of a song used in a commercial after it has been heavily discussed in social media.
The video in this article provides a nice overview, and it is worth pausing it at 55 seconds to see what metrics Gatorade monitors: Beside insights related to their own brand (online discussions, social media outreach, brand attitudes), Gatorade also monitors the sports landscape. This points to the foundational insights that it is not enough to only consider your own brand, but to be closely connected to broader social trends and events.
Additionally, Gatorade might want to track weather events, such as heat waves, for finding additional opportunities to engage consumers. Sending a coupon to an (influential) twitter user who complains about his AC breaking down in the middle of a heat wave would be a great consumer engagement; however, it also demonstrates that the instant interactions in social media might be most beneficial when consumers have instant access to a company’s goods.