Powerade released a new line of bottles featuring jersey numbers, and tapped Playmaker to extend the product campaign through branded content. The Playmaker team put together a House of Highlights program that told the stories behind the jersey numbers of everyday athletes that had recently gone viral on HoH. The aim was to generate awareness and engagement with Powerade’s “Numbers” campaign through editorial-driven content that illustrates the meaning behind the number an athlete chooses to wear. A number is more than just a number.
Led by first-person interview in relatable setting
Captured UGC-style video to mirror the look and feel of HoH’s feed
Optimized the storytelling for social (i.e. 60 seconds on Instagram)
Each episode included a community giveback from Powerade
Each subject was gifted a custom HoH jersey and custom Powerade bottle, both with their number
Two of the episodes features surprises from pro athletes, Dallas Mavericks Boban Marjanovic and Baltimore Ravens Justin Tucker
The program generated more than 19 million organic views on House of Highlights Instagram page (11.5M on Story and 7.8M on Feed).
In addition to the content, the program included:
-a custom designed HoH x Powerade jersey that was gifted to each participant inclusive of their number
-a custom Powerade bottle featuring their number integrated into the video
-Powerade and House of Highlights giving back to the community of each athlete, such as fixing up a local basketball court for a young hooper in Brooklyn or contributing new equipment for an up-and-coming female weightlifter
-Cameos by professional athletes Boban Marjanovic and Justin Tucker.
Powerade’s “Numbers” campaign was a massive success, leading to significant increase in product sales yoy +6.7% $/vol growth on 28 oz. bottles and +7.9% growth on the zero sugar product yoy.
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