Case Study
Gatorade: Be Like Mike
A social campaign at its core, we turned Gatorade’s most-successful commercial, “Be Like Mike,” into something teens could experience for themselves. We launched #BeLikeMike with a live event during the NBA All-Star game, transporting teens back in time and allowing them to recreate Michael Jordan’s most iconic moments.
We shot and released a video of the event that same weekend while also supporting the Dunk competition in real-time where, with the help of Zach LaVine’ Jordan dunk, we got the hashtag trending on Twitter. Soon thousands of teens and professional athletes took to social, showing us – in their own way – how they #BeLikeMike.
In the end, we curated the best user-generated submissions into a capstone video featuring the original commercial’s song, proving we all still “wanna Be Like Mike” decades after his reign.
We not only recaptured the original spot’s success, but also contributed to what is now Gatorade’s most viewed campaign in its history.
• The day the Capstone video launched, it garnered 1.2 million views with 57 million impressions
• More than 51,000 teens and professional athletes submitted #BeLikeMike video and images
• Capstone claimed 13-22% higher breakthrough awareness than Gatorade’s two prior successful campaigns
• Hit 80% brand recall among teen athlete audience
• Of all campaign elements, Capstone video made audience feel most inspired, with an 11% lift