Mementum

This is a very interesting and impressive demonstration of technology, but I wonder if Gatorade didn’t drop a pretty penny on over-engineered technology?

As in, what is the difference between those fancy blobs versus combining a few twitter search columns in TweetDeck with a couple good Google alerts flying into your inbox each day?

In something as emotionally driven as blog and social media conversations, I as a marketer see much more value in actually reading the exchanges happening. The dash board overviews don’t give you the real market/customer insights that will take a brand from 98% awesome to 98.5% awesome. You need to get down and dirty if you’re already at Gatorade’s high level.

But it’s still cool to see them not only experimenting, but actually acting on the data they’re getting.