Creative Gen Z-Targeted App Ads : #ThisHighlight Campaign

Sports beverage company Gatorade recently entered the digital market with the launch of its new ‘Highlights App’ that allows athletes to customize their sports portfolio for family, friends, and recruiters — this app is being promoted with the creatively gamified #ThisHighlight campaign.

The campaigns feature high school students playing sports and recording their successes using the app. The videos have been digitally enhanced with emoji-like images that are reminiscent of 90s-themed cartoons and include humor and swagger to encourage teens to celebrate their successes. The digital campaign targets 13 to 17-year-old athletes by connecting with them on the social spaces they are accustomed to.

#ThisHighlight campaign will run on the brand’s social media channels in addition to several real-life activations that focus on sports moments.