Struck is a PepsiCo roster agency and over the years they have engaged us to concept and execute different digital and social innovations. We were lucky to be approached as the agency to solve a unique request by the PepsiCo brand Gatorade. They had a room in their Chicago-based corporate headquarters that was to be dedicated to social listening and data visualization, but had no means of tracking, scraping or visualizing their social impact. Struck was brought in to fill that void.
Our digital design and development team got to work and in a relatively short amount of time and created Gatorade: Mission Control, an amazing social media monitoring and visualization system. The room sits in the middle of the marketing department and resembles a real-time, brand-influence bunker. We used Unity 3D to create beautiful, dimensional visualizations where shape, size and color represent influence, reach, share of voice and sentiment.
Gatorade quickly started seeing results. Not only were they universally seen as one of the first brands to truly implement social listening, they began using these tools for all kinds of marketing tactics, like optimizing landing pages and making sure followers were being sent to the top performing pages. For example, they’ve been able to increase engagement with their product education (mostly videos) by 250%, reduce their exit rate from 25% to 9% and nearly double the conversations they were actively participating in.
