An invite-only Super Bowl LX experience that turned hydration science into a three-day competition—and made the story feel larger than the event itself.
01 / The event
Hydration, off the field.
In the week leading up to Super Bowl LX, Gatorade needed to bring hydration off the field and into the hands—and feeds—of fans who were thirsty for it.
Just outside San Francisco, a bespoke experience put hydration science at the center of an activation that brought elite pros, everyday athletes and Gatorade’s performance expertise together.
By the numbers
Diana Flores / Paige Bueckers / Justin Jefferson / Trevor Lawrence / Sydney McLaughlin-Levrone / Aidan Hutchinson / AJ Greene / Charly Barby / Deestroying / Mariah Rose / Speedy Morman & more
02 / The idea
Hydration: the competition.
If hydration fuels the best, wouldn’t you want to be the best at hydrating?
That question put creators, influencers, athletes and everyday fans on the same playing field. The competition revealed the power of hydration—and showed how even a small amount of sweat loss can lead to a bigger loss down the line.
Immersive environments, meticulously art-directed backdrops, engaging performances and name-value talent drove interest inside the event. A robust content-capture and micro-influencer strategy extended the story to thousands of fans beyond it.
03 / The content system
Built to travel beyond the invite.
Across three days, the experience maintained its exclusivity while partner channels, earned reach and organic content on Gatorade’s owned channels built a media mix designed to stop the scroll—and make the dehydrated masses thirsty for more.
04 / Event content
05 / Credits
Built with.
- Creative Direction
- Evan Chiplock
- Brand Partner
- Gatorade Marketing
- Production Partner
- MadeFirst
- Experience Design + Production
- VT Pro Design
- Additional documented collaborators
- Acronym / Productions Plus / Oakley Meta