GIFORADE

Gatorade × Giphy · Super Bowl 2018

200+ branded GIFs. Launched the day before the Super Bowl. 118 million views in a single day — more than the game itself. The most-viewed brand on Giphy ever. Nearly 80% earned organically.

Key Metrics

  • 118M Views in a single day — more than the Super Bowl itself
  • 200+ Branded GIFs created and launched on Giphy
  • 420M Total views within 8 weeks of launch
  • ~80% Of all views were earned organically

The Campaign

Giforade was a Super Bowl promotion for Gatorade built entirely around the Giphy platform. The concept was deceptively simple: flood Giphy with over 200 branded GIFs the day before the Super Bowl, perfectly timed for peak game-day conversation, and let the internet take it from there.

The execution required an editorial team of 11 video editors working at scale to produce the full GIF library — a coordinated launch that took Gatorade from zero presence on Giphy to a Top 10 Brand on the platform in a single day.

The Results

  • Over 200 branded GIFs created and uploaded to Giphy
  • Launched the day before Super Bowl LII
  • 118 million views in a single day — surpassing the Super Bowl's own viewership
  • Most views in a single day by any brand on Giphy — ever
  • Non-existent to a Top 10 Brand on Giphy in one day
  • Nearly 80% of all views were earned organically, with a very small media buy
  • Up to 420,000,000 total views within 8 weeks of launch

My Role

I served as Project Manager and Video Editor on the campaign, coordinating the team of ten other editors from briefing through to the final Giphy upload push. The window for maximum cultural impact was narrow — everything had to land before the Super Bowl conversation hit its peak. We hit it perfectly.

Favorite GIFs from the Campaign

Awards

Cannes Lions 2018

  • Bronze
    Social & Influencer — Food & Drinks
  • Bronze
    Entertainment — Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
  • Shortlist ×6
    Six additional shortlist recognitions

Clio Awards 2018