Gatorade: Amplify

June 16, 2017Filed under Online and Non-alcoholic Drinks
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Athletes are increasingly using mobile technology for music when they workout, which sparked the idea for Gatorade Amplify. It’s the first-ever science-backed, music workout experience on Spotify, designed for competitive athletes. Unlike other playlists, Amplify actually prompts the workout, delivering the right song at the right moment to keep the athlete training. Using a simple interface, athletes select their type of workout and duration. Behind the scenes, Gatorade Amplify searches millions of songs in real-time to deliver not only a personalized playlist but one that scientifically selects songs with attributes that match the intensity of each exercise, optimizing the workout. Gatorade Amplify was launched on Spotify in November 2016 via an online video. In just 3 months, users spent 1.4 million minutes listening – that’s 2.5 years’ worth of time – beating Spotify’s average time by 200%.

Advertising Agency:VML, USA
Global Chief Creative Officer:Debbi Vandeven
Chief Creative Officer:John Godsey
Executive Creative Director:Tony Snethen
Group Creative Director:Glen Scott
Associate Creative Director:Kyle Gracey
Senior Art Directors:Jaclyn Co, Rob Kaszuba
Art Director:Kelly Fitzgerald
Copywriter:Sam Hirshberg
Head Of Production:Tyler Smith
North America:Tyler Smith
Producer:Mike Churchill
Group Account Director:Stephanie DeCelles
Account Director:Melissa Ide
Senior Account Manager:Bailey Lang
Managing Director:Ian Davidson
Brand Planning:Ian Davidson
Group Director:Rob McCutcheon
Strategy & Innovation:Rob McCutcheon
Associate Planning Director:Mark Renken
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