By VML, Kansas City, USA

For PepsiCo Brand Gatorade

Highly Commended in category Health & Wellness

In subcategory Consumer-Digital

Project Description
We created Gatorade Amplify, the first-ever science-backed, music workout experience on Spotify, designed for competitive athletes. Unlike other playlists, Amplify actually prompts the workout, delivering the right song at the right moment to keep the athlete training. Using a simple interface, athletes simply select their type of workout and duration. Then behind the scenes, Gatorade Amplify searches millions of songs in real-time to deliver not only a personalized playlist but one that scientifically selects songs with attributes that match the intensity of each exercise, optimizing the workout. And with Spotify’s patented crossfade technology, athletes are seamlessly cued from one exercise to the next as one song fades out when the next fades in. Ultimately, the songs actually push the athlete and help drive the workout experience, creating an entirely new way to fuel an athlete with music.
Agency Solution
Beginning with a project kick off at SXSW in March 2016, Gatorade, in partnership with Spotify and Sync, identified rhythm, loudness, acousticness, energy and tempo to be the key factors in songs that push performance.
They became the foundation for Gatorade Amplify, a first-of-its-kind web-based mobile application on Spotify. Unlike other workout apps, Amplify turns music into fuel by combining those acoustic elements with
1. The user’s personal listening history on Spotify
2. The user’s workout goals
When the user selects their workout type and duration, Gatorade Amplify searches millions of songs in real-time and delivers a scientifically optimized playlist that helps drive their workout. The elements and patterns in each song correspond to the intensity needed for each exercise throughout the workout. Then Amplify uses Spotify’s patented crossfade technology to cue the athlete from one exercise to the next.
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