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CLIENT: BODY ARMOR Cap Spin Challenge

DATE: 6/14/12

SUMMARY A QUICK LOOK INTO THE PRESENTATION

BODYARMOR CAPSPIN CHALLENGE

TRENDS + OPPORTUNITIES

CAPSPIN THE CONCEPT

HOW WILL IT WORK? PHASES & FUNCTIONS

HOW WILL IT LOOK? VISUALS

TIMING PROPOSED OVERVIEW

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CapSpinChallenge. ONLINE TRENDS // Viral Internet Sensations

VIRAL SENSATIONS

In today’s social media world, anyone can broadcast themselves in an instant. Users online are constantly pushing the boundaries to set themselves apart from other “would be” internet sensations.

Online websites have been specifically created to fuel this creative class, including Recordsetter.com which challenges users to compete against each other to uphold world records on their website.

EXA

MPL

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RED BULL ROCKET EXPERIMENT [LINK] http://bit.ly/NBWqsB

THE OPPORTUNITY

•  BodyArmor can tap into this audience by challenging users to showcase their best BodyArmor SuperDrink “Cap Spin” via video upload

•  Easy and fun concept to appeal to core demographic

•  Generates user engagement and will increase social interaction levels

•  Low cost and relatively easy to sustain

Objective: To launch a homemade RedBull bottle rocket into the upper stratosphere

Result: Video was created by a group of amateur engineers but did not work as they had hoped

Also generated additional exposure for RedBull with- out any effort or money from the brand

MENTOS & COKE SODA ROCKET [LINK] http://bit.ly/9MNkWS

Objective: Users virally spread the word about how to make a homemade Mentos and Coke soda rocket

Results: Several dozen videos went viral; one video has over 3MM views

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THE SERIES // CONCEPT + OBJECTIVES A WHOLE NEW TWIST ON SPINNING

OBJECTIVES

•  Authentically integrate BodyArmor SuperDrinks into user generated contest

•  Engage new and existing fan base by giving users a platform to be creative

•  Create gallery of videos for users to engage with, including voting, sharing, etc.

•  Show the brand in a fun and easy-going environment to appeal to Gen-Y, Social Media enthusiasts

CONCEPT

Develop an exciting Facebook contest to creatively engage users and drive interactions amongst users – shares, likes, and comments.

The BodyArmor SuperDrink Cap Spin Challenge will be a online environment for users to interact with the brand in a way that showcases the fun, active lifestyle of our brand.

Essentially, we will be deploying brand ambassadors to speak about BodyArmor in a way that feels authentic and relatable regardless of the demographical background of the viewer.

CapSpinChallenge.

THE CONCEPT // PHASES PHASE 1 – VIDEO SUBMISSION

•  Fans will be encouraged to watch the sample video taken from Tongal, for tips as to how they should film their video

•  Contestants will then be able to easily upload their video after registering to win

•  Once a user is registered, their video will be uploaded and placed into the video gallery

PHASE 2 – VIDEO GALLERY

CapSpinChallenge.

•  Videos will be displayed in the gallery according to popularity

•  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 onto the shortlist.

•  From this shortlist, 10 winners will be chosen based upon their skill, creativity and accuracy.

•  1 grand prize winner will be selected by a panel of judges (prizes TBD)

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VISUALS // PHASE 1- VIDEO SUBMISSION

Users will film a :30 second video at home and be asked to register their information prior to submission

CapSpinChallenge.

Sample video from TONGAL user will be used to prompt users as to how their CapSpin tricks should work

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VISUALS // PHASE 2 – EXAMPLE VIDEO GALLERY

A complete gallery of user submissions will live directly on the Facebook page – users will be able to share and like videos with their friends

CapSpinChallenge. Example Video Gallery

NEXT STEPS // TIMING

TAB DEVELOPMENT (4-6 WEEKS) 7/1/12

ESTIMATED TAB LAUNCH 8/1/12 or 8/15/12

WINNER(S) ANNOUNCED 10/1/12

TIMING

CapSpinChallenge.

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LET’S SOCIALIZE. THANKYOU.