Oakley olympics final

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  • Oakley olympics final

    1. 1. We are more alike Than notI don’t aspire to be him I perspire just like him We are connectedBy our relentless desire To go
    2. 2. We are more alike Than notI don’t aspire to be him I perspire just like him We are connectedBy our relentless desire To go
    3. 3. SHARED DESIREignites emotion
    4. 4. SHARED DESIREignites emotionSHARED GOALstokes engagement
    5. 5. MOVEMENT
    6. 6. TOMSHAPIROLocation: New York, NYSport: CyclingOakley Gear: Fast Jacket XLJTom Shapiro is a New Yorknative with a passion forcycling. Every morning hewakes up and cycles from hishome in Brooklyn, up toHarlem, and back.He’s never professionallycompeted, but given the rightpush, he would consider goingto the next level.
    7. 7. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to theBeyond Reason hub.
    8. 8. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to theBeyond Reason hub.
    9. 9. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to theBeyond Reason hub.
    10. 10. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to theBeyond Reason hub.
    11. 11. When Tom arrives at the site, he’s prompted to choose an Olympian to support.Facebook Connect can find a match using social interest data or Tom can select anathlete from a world map.
    12. 12. Three Olympians with similar social interests are offered to Tom. It’s now up to Tom todetermine who from the selection is most like him.
    13. 13. On the #TeamJulien page, Tom is presented with photos, videos, and real-time updatesfrom Julien and his supporters.
    14. 14. Tom clicks on a video of Julien Absalon sharing what Beyond Reason means to him. Thetestimonial resonates with Tom and confirms they have much in common.
    15. 15. Tom clicks on an photo of Julien sporting Jawbones, his personal favorite, and acontextual e-commerce link is surfaced.
    16. 16. Tom mouses over the collection of real-time posts from Julien Absalon and his fans andsees the two-way, mutual support and sharing of accomplishments. Tom is sold.
    17. 17. Tom joins #TeamJulien and learns how sharing personal accomplishments andsupporting Julien and others in theirs earn points towards winning the shared goal of anOakley sponsorship. Tom downloads the Beyond Reason app.
    18. 18. Tom’s joining #TeamJulien is automatically shared across his entire social graph. Fromtheir newsfeed, Tom’s friends can click on a link to join the Beyond Reason community.
    19. 19. Using the mobile app, Tom inputs his Beyond Reason workout goal of 10 miles.
    20. 20. The mobile app uses GPS functionality to track Tom’s distance and his progress inachieving his inputted goal.
    21. 21. Tom completes his goal, going Beyond Reason by riding an additional 3 miles. With oneclick he’s able to share his accomplishment and earn Julien and himself points.
    22. 22. Tom’s accomplishment is posted to the #TeamJulien community page and his Facebooknewsfeed, extending the reach of his achievement.
    23. 23. Back home from his ride, Tom consults the #TeamJulien community page to see his postand its comments and how his ride impacted the Leader Board.
    24. 24. Back home from his ride, Tom consults the #TeamJulien community page to see his postand its comments and how his ride impacted the Leader Board.
    25. 25. Sharing his accomplishment with the community moved Tom into 5th position and Julieninto 2nd.
    26. 26. Julien wins gold and reaches out to his fans for support by posting a video directly fromthe Oakley Safe House. That video appears on the #TeamJulien community page.
    27. 27. Julien tweets the news to his Twitter followers and uses the #TeamJulien hashtag tomake the social support count towards Julien’s Beyond Reason points total.
    28. 28. Thanks to his performance during the Olympics and his team’s social support on the#TeamJulien community page, Julien wins the Oakley sponsorship.
    29. 29. After the Olympics, Beyond Reason showcases the ongoing accomplishments andcontent of the community in concert with Oakley product and exclusive content.
    30. 30. After the Olympics, Beyond Reason showcases the ongoing accomplishments andcontent of the community in concert with Oakley product and exclusive content.
    31. 31. Tom continues to train, sharing his accomplishments using the #BeyondReasonhashtag. His efforts and willingness to share culminate in his winning an Oakleysponsorship.
    32. 32. Tom continues to train, sharing his accomplishments using the #BeyondReasonhashtag. His efforts and willingness to share culminate in his winning an Oakleysponsorship.
    33. 33. Tom continues to train, sharing his accomplishments using the #BeyondReasonhashtag. His efforts and willingness to share culminate in his winning an Oakleysponsorship.
    34. 34. Tom continues to train, sharing his accomplishments using the #BeyondReasonhashtag. His efforts and willingness to share culminate in his winning an Oakleysponsorship.
    35. 35. Beyond Reason is the bond between Olympians and consumers. Tom has earned theright to have this association announced for the world to hear.
    36. 36. The community grows as Beyond Reason is repurposed for the next big Oakley sportsmarketing event. Who will be the next Beyond Reason athlete/consumer winners?

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