Gatorade is working with Twitter on a live series "centered on high school basketball recruits" that debuts tomorrow, according to Yuyu Chen of DIGIDAY. The show is called "#TheDebut" and will be hosted by YouTube personality Rachel Demita and former NBAers Nate Robinson and Baron Davis. Gatorade worked with digital agency VML, Intersport and Twitter to "develop and distribute the show," and the company's products will be "visible on the sidelines." Gatorade Head of Consumer Engagement Kenny Mitchell said that the show is an "experiment for Gatorade, and as such, the goal is to improve brand awareness and consumer engagement, not drive revenue." Mitchell added that Twitter will "promote the series with ad products like promoted tweets and target basketball fans." Twitter Head of Sports Broadcast Partnerships Andrew Barge said that "#The Debut" is the social media outlet's "first foray into high school sports and is a '2.0 version of a livestreaming partnership with a brand' because it's not a one-off deal" (DIGIDAY.com, 1/17).
