Amplify

Background

Athletes are increasingly using technology to fuel their workouts. But they see Gatorade as “just a sports drink.” So the challenge was to find new ways to fuel performance beyond the drink. Since most athletes use music to motivate them while working out, could you dig deeper into the elements of music to amplify its effect. So a first-of-its-kind mobile experience was created where music becomes the fuel that helps bring out the best performance in each athlete.

Idea

 Gatorade Amplify is the first-ever science-backed music experience on Spotify. First, the idea was to partner with Spotify in a data study to examine the most popular songs athletes select when working out. Next, using statistical learning models, common acoustic attributes and patterns in those songs were identified and what elements drive an athlete to keep training were uncovered: rhythm, loudness, acousticness, energy and tempo. And then that was paired with the user’s listening history on Spotify. So unlike other playlists, when an athlete selects their type of training, Amplify delivers not only a personalized playlist but one that scientifically selects the right song to play at the right moment of the workout. And with Spotify’s patented crossfade technology, athletes are seamlessly prompted from one exercise to the next when the music changes. So the songs actually push the athlete and help drive the workout, creating an entirely new way to fuel athletes through music.