ArmorUpSeries.THE CONCEPT // PHASES PHASE 1 - CASTING CALL PHASE 2 - LAUNCH CAMPAIGN • A landing page will encourage fans to enter • Tab will switch to a map of the US with the 10 for their chance to become the next Body winners locations pin-pointed across the country. Armor ‘Armor Up’ ambassador, win an iPad and a trip around the world. • Users scroll over the cities to view the names and photos of the ambassadors. • Contestants will be asked to upload a photo of themselves and tell us why they • Clicking on the ambassadors will display a mini should be chosen as the next ‘Armor Up’ profile detailing fun personal information about ambassador. each ambassador: favorite band, health/fitness tips, and favorite Body Armor flavor, alongside a • Once registered, entrants will then need to gallery of their photos. generate likes and shares on their entry in a bid to become the most viral contestant, and • During their 3 month tenure, ambassadors will therefore make it into the shortlist. upload a new photo every day from their new iPad. • From this shortlist, 10 winners will be chosen from key cities across the country to • Fans can like and share these images, become the team of ‘Armor Up’ ambassador encouraging conversations about the brand. for the next 3 months.
ArmorUpSeries.NEXT STEPS // TIMING PHASE 1 I TIMINGTAB DEVELOPMENT (4-6 WEEKS) 6/15/12LAUNCH PHASE 1: CASTING CALL 8/1/12WINNERS ANNOUNCED 8/31/12 PHASE 2 I 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)