Gatorade Really Gets Into the Game With Thirst Meter†

2009 Festival of Media Case Study: Best Use of Gaming Platforms Award

Advertising Age, May 14, 2009 — Not content with the success of its stadium signage integrations in the past three years in such popular video games as "NBA Ballers," "NBA 2K" and "NBA Live," Gatorade upped the ante: It made the product part of the on-court action.