Gatorade: Game
Objective
Gatorade aimed to celebrate and amplify Serena Williams' attempt to win her historic 23rd Grand Slam title at the 2016 US Open. The campaign leveraged the tennis star and cultural moment to deepen audience engagement through interactive entertainment, positioning Gatorade as the beverage brand behind one of sports' greatest achievements.
Solution
Gatorade created 'Serena Williams Match Point,' the first multi-level video game playable on Snapchat. The 8-bit game featured 22 playable levels, each representing one of Williams' Grand Slam victories, with authentic details such as matching her outfit colors to what she wore during each real tournament. Players progressed by winning points; a 23rd level was programmed to unlock on September 10, 2016, coinciding with the US Open Women's Final. The game was playable on both Snapchat and ESPN's Discover channel, with integrated sharing mechanics allowing users to broadcast their high scores across Snapchat and social media.
Results
A previous Gatorade Snapchat lens featuring Williams had generated 160 million impressions. Specific metrics for the game campaign itself were not disclosed in available sources.
