In the realm of marketing, Gatorade is probably best known for splashy commercials featuring some of the world’s most famous athletes. However, a new effort behind the scenes of the PepsiCo-owned sports drink maker is putting social media quite literally at the center of the way Gatorade approaches marketing.

Inside Gatorade’s Social Media Command Center – Very god article on just how seriously Gatorade is taking, and is taking advantage of, social media.