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CLIENT: BODY ARMOR SOCIAL BRAND AMBASSADORS

DATE: 5/22/12

SUMMARY A QUICK LOOK INTO THE PRESENTATION

BODYARMOR THE ARMOR UP SERIES

TRENDS + OPPORTUNITIES

ARMOR UP THE CONCEPT

HOW WILL IT WORK? PHASES & FUNCTIONS

HOW WILL IT LOOK? VISUALS

TIMING PROPOSED OVERVIEW

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ArmorUpSeries. ONLINE TRENDS // + PHOTO SHARING APPS

HEALTHY LIFESTYLE BLOGS Whether you are a personal trainer to the stars or an everyday person with a passion for health and vitality, blogs are the essential platform to share and showcase the latest tips and motivation for living life to the max

Blogs like GOOP, Marks Daily Apple and FitSugar offer an inspiring glimpse into the healthy lifestyles of celebrities, health & fitness professionals and everyday people around the world.

PHOTO SHARING “A picture is worth a thousand words” Taking online sharing to a new level, applications like Instagram are a new means of visually communicating the way we live our lives and our daily inspirations.

Instagram has over 30 Million users to date - an online creative community with a loyal and highly engaged following.

GOOP.COM INSTAGRAM

THE OPPORTUNITY

• Brands can tap into this highly engaged audience of photo sharing and healthy lifestyle blogs, and use this medium to communicate with their potential customers in a creative and authentic way.

• Utilizing brand ambassadors on these platforms can help build brand awareness in new and existing markets.

• Convincing brand integration through “real people” on the streets, sharing their health and fitness inspiration.

• Builds engagement & encourages positive conversations.

• Low cost and relatively easy to sustain.

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ArmorUpSeries. THE SERIES // CONCEPT + OBJECTIVES

HOW DO YOU ARMOR UP…?

OBJECTIVES

•  Grow brand awareness in ALL territories across the US •  Develop a highly-engaged fan base •  Increase sense of brand community •  Increase brand adoption in ALL markets across the US, not just East & West coasts •  Secure Body Armor’s position as …?

CONCEPT

Develop an exciting Facebook competition to find the next Armor Up Street Series Ambassadors from across the US.

These ‘Real Everyday People’ will be chosen from key markets across the country to be the online faces of Body Armor.

The Armor Up Street Ambassadors will be deployed to submit a series of images showcasing the activities and inspirations that help them ‘Armor Up’ throughout their week- whether walking the dog, doing yoga or band practice with their friends. This will live on specially developed Facebook tab and will host the competition and ongoing campaign in 2 phases.

ArmorUpSeries. THE CONCEPT // PHASES

PHASE 1 - CASTING CALL

•  A landing page will encourage fans to enter for their chance to become the next Body Armor ‘Armor Up’ ambassador, win an iPad and a trip around the world.

•  Contestants will be asked to upload a photo of themselves and tell us why they should be chosen as the next ‘Armor Up’ ambassador.

•  Once registered, entrants will then need to generate likes and shares on their entry in a bid to become the most viral contestant, and therefore make it into the shortlist.

•  From this shortlist, 10 winners will be chosen from key cities across the country to become the team of ‘Armor Up’ ambassador for the next 3 months.

PHASE 2 - LAUNCH CAMPAIGN

•  Tab will switch to a map of the US with the 10 winner's locations pin-pointed across the country.

•  Users scroll over the cities to view the names and photos of the ambassadors.

•  Clicking on the ambassadors will display a mini profile detailing fun personal information about each ambassador: favorite band, health/fitness tips, and favorite Body Armor flavor, alongside a gallery of their photos.

•  During their 3 month tenure, ambassadors will upload a new photo every day from their new iPad.

•  Fans can like and share these images, encouraging conversations about the brand.

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ArmorUpSeries. VISUALS // PHASE 1- CASTING

Users will be asked to enter in their information and a brief summary of why they should be selected for the BodyArmor – How Do You Armor Up Series?

Users will be able to directly upload their photo to the casting call page

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ArmorUpSeries. VISUALS // PHASE 2 - CAMPAIGN

Users will be able to click on the city to read more about the winners and how they “Armor Up” for their day

A complete pictorial display of the users day-to-day activities will be displayed on the page. Ultimately creating a voyeuristic look into the ambassador’s lifestyle.

NEXT STEPS // TIMING

TAB DEVELOPMENT (4-6 WEEKS) 8/1/12

LAUNCH PHASE 2: CAMPAIGN 9/15/12

CAMPAIGN WILL RUN FOR 3 MONTHS 12/15/12 (CAN BE REPEATED EVERY 6 MONTHS)

PHASE 2 I TIMING

ArmorUpSeries.

TAB DEVELOPMENT (4-6 WEEKS) 6/15/12

LAUNCH PHASE 1: CASTING CALL 8/1/12

WINNERS ANNOUNCED 8/31/12

PHASE 1 I TIMING

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LET’S SOCIALIZE.

THANKYOU.