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For Customer Insights Professionals

Case Study: Gatorade's "Mission Control" Quenches Thirst For Real-Time Social Interaction

July 26, 2011

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  • By Zach Hofer-Shall
  • with Josh Bernoff,
  • Allison Smith

Why Read This Report

Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like Gatorade. As a result, Gatorade set up a social intelligence command center — called "Mission Control" — to listen to, learn from, and engage in real time in online conversation. Gatorade's Mission Control succeeds because it has designated staff with clearly assigned responsibilities, and it uses a consistent measurement practice combining social media and business data.

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