Gatorade

“Game 6 Live”

As Gatorade’s Global Social Agency of Record, we are tasked with making the brand relevant to Gen Z through always-on content, platform innovation, and culture moments.

In 2020, Gatorade had been in early discussions with ESPN to partner on the release of ESPN’s documentary series about the Chicago Bulls, The Last Dance. The release of the series was originally scheduled for Summer 2020. But when ESPN launched the show 2 months early, we needed a new partnership plan. And fast.

So, we went to the place where culture happens in real time... Twitter.

In partnership with Twitter, we hijacked the cultural conversation, creating a social-first immersive experience for basketball fans around the world: Game 6 Live.

Running it back to ‘98 with a live-stream of Michael Jordan’s final Bulls game—hosted by athletes from then, now and forever.