GatorAID

The new "Woods of Wisdom" campaign for Gatorade is a great concept that fails to follow through.

The campaign transcends generations. The connection with Millennials is very apparent - animation, Tiger Woods and Gatorade. What impresses me is the connection I know it will also have with Gen Xers. Everyone loves animation these days so the creative concept is a sure win and you can't go wrong with Tiger Woods and golf with this demo either.

Gatorade missed a huge opportunity to connect and carry on the conversation. It's great to leave us wanting more, but consumers want immediate gratification. If you don't faciliate a conversation out of the gate, you will get lost in the noise and totally loose the momentum of the campaign. It's especially disappointing given the relativley advanced concept.

Gatorade needs to expand the channels and prominently reference that in the spot; at least provide the basics:

1. website - Gatorade.com is a relavitly robust site but it's never referenced. What the campaign really deserves though is its own micrsosite. Ideally with interactive features, maybe the ability to create your own avatar little tiger or even better, the ability to insert your little tiger in the spot and send the customized spot to your friends.
2. social - facebook, myspace, twitter...need I say more??
3. mobile - A "Woods of Wisdom" app that let's us generate our own 'words' of wisdom to share with friends or just ponder about througout the day.

Give us something, please!! Let us interact with the campaign and insert ourselves in this amazing world that appears on the screen.