This isn’t Hy-Vee’s first activation within the INDYCAR season. What benefits have both Hy-Vee and Gatorade seen in activating with the INDYCAR audience?
Benefits for Hy-Vee have been showcasing a partnership with Gatorade that works in tandem with racing. It has brought excitement to each race and our social audience has engaged in numerous posts trying to guess the flavor with our secret clues! We have also activated at the Indy 500 where we gave away free bottles of Gatorade that matched the flavor of that race (Fruit Punch) to fans!
To promote this program using Christian Lundgaard and the #45 livery, what efforts did the marketing team implement at track and at retail?
At the track we have Christian in his Gatorade fire suit that matches the flavor of for the race and then we have pit banners displayed that match the chosen Gatorade flavor as well. Our Hy-Vee branded car also has the Gatorade logo displayed all over the car.
At Retail, we push the Gatorade partnership through our social platforms mostly. We use a teaser/reveal format on all platforms (Facebook/Instagram/Twitter) to engage our consumers to guess what the chosen flavor for this race is! All social assets link to a collection on our Aisles Online platform where consumers can shop directly for Gatorade items that are on sale for that week.
How many different reveals will take place this season?
A total of 9 reveals will happen during the race season, the Gatorade flavor reveal happens when our Hy-Vee branded car is racing.
What have some of the giveaways been this season?
During each race Hy-Vee gives away tickets to our race weekend in July!
What Gatorade flavor is your favorite?
😊 My personal favorite is Orange, there is something great about the classic flavors!