Thursday, June 17, 2010

The New Age Marketing department

Spinning balls, trend trackers and social graphs set up in one room as if NASA was trying to find water on Mars. One small step for Gatorade but potentially one massive leap for Marketing.

In a social media first it seems the Pepsi Co. company has set up a control room that tracks online data, listens to and helps marketers participate in online conversations with customers and monitors trends and social media buzz. From this control room insights can then be gained which mould marketing strategies and impacting on product design / brand positioning. Quite revolutionary I must say.

I think this is a great initiative from their marketing department. Social media is so ingrained in our daily (hourly...) activities that a set up like this puts the Gatorade brand on the front foot to adapt to ever changing consumer needs. Of course such a spend could only be justified by big global brands with big global audiences like Gatorade but it is certainly an initiative that could be taken up by more and more companies as more minutes are spent on more social media platforms as time goes on.

Check out Gatorade's introductory video below.


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