The Coca-Cola Company needed to redesign the POWERade website to coincide with the rebranding of the popular sports drink, and chose Schematic to create a more elegant and engaging experience. Schematic’s vision for the project: a scaleable website that used ‘detach and distribute’ marketing techniques, allowing users to create content that could be posted to blogs and social networking sites like MySpace. In other words, we proposed that POWERade.com be not only a destination but a brand gateway, a place from which we could distribute content to the web community and allow people to become co-creators of the brand itself.
