As Gatorade would find out, reliving the 1998 NBA Finals more than made up for the absence of live sports for sports fans. In fact, #Game6Live outperformed similar livestreams, bringing it 3.2x more views on the Live Event Page. The livestream also had 5x higher mention volume during the campaign compared to three days prior. Overall, the campaign scored a 96% positive-to-neutral sentiment.
Beyond the metrics, Gatorade’s #Game6Live brought much-needed excitement to a universe of fans hungry for live sports. It also helped people not just experience the glory years of the Chicago Bulls, but in many cases relive happy childhood memories during a time when everyone wanted to “Be Like Mike.”
“Gatorade exists to help athletes get better. Simply put, our mission is to fuel athletic performance from training to practice to game day. That’s where partners like Twitter come in, to help us reach athletes in a compelling way so that we’re fueling their minds and their bodies. The sports community on Twitter specifically is incredibly important for Gatorade to connect with, because they are some of the most intense and rabid fans. At the end of the ‘Last Dance’ documentary, we partnered with the NBA to re-air Game 6 of the 1998 NBA Finals live on Twitter and lean into one more bit of engaging content that our athletes and NBA fans could really get excited about. The activation itself was watching the game live, but then we went one step further and engaged with former players and sportscasters to create a conversation around Game 6 Live all aggregated under a custom hashtag with a Gatorade emoji. We were thrilled with the end result.” Jill Abbott (@JillSeibs), Head of Consumer and Athlete Engagement, Gatorade.