Gatorade ID Super Bowl

Our core objective was to craft an experience that vividly demonstrated, rather than just explained, the future of innovation and personalization as imagined by Gatorade. We aimed to create an exclusive, invite-only space that would captivate athletes, influencers, retailers, brand partners, and key customers with Gatorade’s dedication to customization, collaboration, and community involvement, further connecting them to the brand.

Customization was at the heart of the experience, so we used RFID technology throughout the experience to ensure a smooth flow through the nine key interactive touchpoints. Everything began with the Portal Entrance, which transported guests into the main space. Once there, guests could choose from either an open world flow or a linear user experience. Through the linear experience, guests first encountered the Artist Collab and Bottle Design station where they could create personalized equipment that reflected their unique style.

But the use of RFID wasn’t just to wow guests. Partnering with our friends at Part and Sum we realized something quickly: simple technology can equal big insights. Leveraging RFID tracking not only provided the power of customization during the experience, we then used this data to uncover cohort-specific insights. Think of this as a fertile ground for product testing – what demographics gravitate towards which products, what about customization is so compelling for different cohorts. These insights in turn are already powering future experience design and storytelling alongside product innovation.

After picking up their bottle, guests could make their way to the Powder Bar, which featured an interactive quiz designed to personalize their own powder blend, combining hydration, energy, protein, and supplements to suit their tastes. As they finished the quiz, the results were displayed on an LED screen, and their blend was prepared for them.

To extend the event’s impact beyond the physical space, we animated a robot designed to capture guests’ personalized experiences so they could share them on social media. Attendees engaged with the Bolt Bot Studio by placing their customized bottles on a pedestal, which activated the robotic content capture process. The robotic camera recorded video content of the attendees with their bottles, which was then emailed to them. The backdrop changed dynamically based on the bottle’s design, ensuring personalized and shareable digital content.