The “Gatorade premia le scuole” (“Gatorade awards schools”) initiative

 

How does one involve the stakeholders of the “Gatorade premia le scuole” (“Gatorade awards schools”) initiative, addressed to schools in Milan and its Province, if not by inviting them for a day at one of Italy’s most famous stadiums, the San Siro Stadium? Glebb & Metzger dealt with concept, creation and media management of the event: the random selection of the schools chosen to take part in the initiative, with the chance to win a place at the UEFA Champions League final in Cardiff. In line with the project, close to the football world, sports journalist Giorgia Rossi was selected as exceptional host of the event. Next to her, another special guest, football champion Massimo Ambrosini, physically drew the schools taking part in the Gatorade tournament, in front of roughly eighty participants who were able to see the rounds of the tournament as they were taking shape in real time. The initiative, beyond the enthusiasm and the large active presence of schools, also received a considerable media coverage with many reports on important national newspapers, and an ad hoc report on Mediaset Premium.

Objective

Gatorade wants to convey the importance of the “Gatorade premia le scuole” project: a football tournament for high schools in Milan and its Province.

Strategy

Glebb & Metzger createsan event forthe stakeholders of the project (press and the representatives of the high schools involved).

Achievement

The schools are drawn in the iconic San Siro Stadium for the rounds of the tournament that will take the winning team to the UEFA Champions League final in Cardiff, with a media resonance in newspapers and national TV channels.