This document proposes the CapSpin Challenge, an online contest by BodyArmor that encourages users to upload creative videos of themselves performing cap spins with BodyArmor drinks. It would have phases including video submission and a video gallery where users can generate likes and shares. The top 10 videos based on popularity and skills would be shortlisted, with 1 grand prize winner chosen. The goal is to authentically engage new and existing fans through a fun platform that shows BodyArmor's active lifestyle brand image. Development of the challenge tab on Facebook is estimated to take 4-6 weeks, with a proposed launch in early August and winner announcement in early October.

1. © 2012 Social House, Inc.
CLIENT: BODY ARMOR
Cap Spin Challenge
DATE: 6/14/12

2. SUMMARY
A QUICK LOOK INTO THE PRESENTATION
TRENDS
+ OPPORTUNITIES
CAPSPIN
THE CONCEPT
HOW WILL IT WORK?
BODYARMOR PHASES & FUNCTIONS
CAPSPIN CHALLENGE HOW WILL IT LOOK?
VISUALS
TIMING
PROPOSED OVERVIEW
© 2012 Social House, Inc.

3. CapSpinChallenge.
ONLINE TRENDS // Viral Internet Sensations
VIRAL SENSATIONS THE OPPORTUNITY
In today’s social media world, anyone can broadcast themselves in an • BodyArmor can tap into this audience by challenging users to showcase
instant. Users online are constantly pushing the boundaries to set their best BodyArmor SuperDrink “Cap Spin” via video upload
themselves apart from other “would be” internet sensations.
• Easy and fun concept to appeal to core demographic
Online websites have been specifically created to fuel this creative • Generates user engagement and will increase social interaction levels
class, including Recordsetter.com which challenges users to compete
against each other to uphold world records on their website. • Low cost and relatively easy to sustain
EXAMPLES
RED BULL Objective: To launch a MENTOS & COKE Objective: Users virally
ROCKET homemade RedBull bottle SODA ROCKET spread the word about how
EXPERIMENT rocket into the upper [LINK] http://bit.ly/9MNkWS to make a homemade
[LINK] http://bit.ly/NBWqsB stratosphere Mentos and Coke soda
rocket
© 2012 Social House, Inc.
Result: Video was created
by a group of amateur Results: Several dozen
engineers but did not work videos went viral; one video
as they had hoped has over 3MM views
Also generated additional
exposure for RedBull with-
out any effort or money from
the brand

4. CapSpinChallenge.
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
© 2012 Social House, Inc.
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.

5. 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 PHASE 2 – VIDEO GALLERY
• Once a user is registered, their video will be
• Videos will be displayed in the gallery according
uploaded and placed into the video gallery
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)

6. CapSpinChallenge.
VISUALS // PHASE 1- VIDEO SUBMISSION
Sample video from TONGAL user
will be used to prompt users as to
how their CapSpin tricks should
Users will film a :30 work
© 2012 Social House, Inc.
second video at home
and be asked to register
their information prior to
submission

7. CapSpinChallenge.
VISUALS // PHASE 2 – EXAMPLE VIDEO GALLERY
Example Video Gallery
A complete gallery of user
© 2012 Social House, Inc.
submissions will live
directly on the Facebook
page – users will be able
to share and like videos
with their friends

8. CapSpinChallenge.
NEXT STEPS // TIMING
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

9. THANKYOU.
LET’S SOCIALIZE.
© 2012 Social House, Inc.