January 9th, 2014
Mobile Game Told Kids 'Water Is the Enemy'
A food activist has filed a complaint with the New York State Attorney General against Gatorade sports drink for what she said is a deceptive viral advertising campaign that calls water “the enemy of performance.” The campaign, which ran most of last year, featured a mobile game app called Bolt!, starring Olympic sprinter Usain Bolt. Gamers navigated a Bolt avatar going through an obstacle course and picking up bottles of Gatorade along the way to make him go faster and avoiding drops of water that would make him go slower.
Nancy Huehnergarth, a food activist and blogger for civileats.com, stumbled across a short video describing the game and marketing campaign on Interactive Advertising Bureau’s website, where it had won an IAB Mixx award for mobile marketing.