Gatorade présente « The League of Captains »

Gatorade, la célèbre boisson de sport du groupe PepsiCo met actuellement en scène plusieurs sportifs dans sa communication aux Etats-Unis, et ce avec l’aide de DC Comics. J.J Watt, Robert Griffin III, Peyton Manning, Eli Manning, Cam Newton, joueurs de football américain au sein de la NFL sont transformés en super héros dans différentes bandes dessinées digitales et forment « The League of Captains ». Depuis 1983, Gatorade est la boisson officielle de la NFL, cette activation semble logique pour mettre en avant le football américain ainsi que son partenariat avec cette ligue majeure aux Etats-Unis.


Sur le site dédié, Gatorade raconte les aventures de ces 5 sportifs/héros en mettant en avant leur talent. On peut d’ailleurs lire le slogan “Work is their story, Greatness is the result” (Le travail est leur histoire, la grandeur est le résultat) sur la page d’accueil du site, ce qui montre leur légitimité à être transformés en super héros pour la marque. Afin d’encourager l’interactivité avec la marque, les internautes peuvent créer leur propre athlète/super héros et peuvent également envoyer une photo d’eux en action sportive afin qu’elle soit transformée en couverture de BD.


Cette campagne digitale est déclinée sur le packaging des bouteilles Gatorade aux Etats-Unis, on y retrouve les visuels des 5 super héros qui sont également présents sur les façades des distributeurs de boissons. On peut aisément imaginer l’impression de réelles BD dont les histoires seront plus développées que sur le web pour la prochaine étape de cette campagne.



Ce dispositif fait écho à « Freaks », les personnages de BD créés par Gatorade de DC Comics. Cam Newton et J.J Watt sont déjà présents dans cette série BD à laquelle le basketteur Dwayne Wade est également associé.


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