# 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
- Gold  
  Direct — Social Media [View on Clio](https://clios.com/sports/winner/36210)  
- Silver  
  Social Media — Single Platform Campaign [View on Clio](https://clios.com/sports/winner/social-media/gatorade/giforade-36209)  
- Bronze  
  Partnerships & Collaborations [View on Clio](https://clios.com/sports/winner/partnerships-collaborations/gatorade/giforade-35033)