The document discusses Under Armour's strategies for engaging audiences and building their brand. It recommends telling a great story to bring the brand to life, making the brand social by getting audience involvement through sharing content and experiences, and building a great team including partnering with Red Tettemer + Partners. It then describes an "Ultimate Intern" contest run on Facebook that highlighted Under Armour's culture and increased fan engagement, bringing two interns on road trips with athletes.

1. UNDER ARMOUR | RED TETTEMER + PARTNERS INVITING YOUR AUDIENCE INTO YOUR BRAND

2. THE ULTIMATE INTERN TEAM A PATH FOR PARTICIPATION Tell a Great Story Be a Social Brand Build a Great Team The Ultimate Franchise

3. TELLING A GREAT STORY Bringing a brand to life…

4. A PATH TO BEING A SOCIAL BRAND It’s about people. People share information. We want someone who feels part of something. We don’t just want to inspire. We want to motivate. Give your audience the tools, content, etc… lower barriers for participation. Get them involved.

5. A PATH TO BEING A SOCIAL BRAND What’s the experience? How will they engage? How will they participate and share? How will they become a part of our brand?

6. BUILDING A GREAT TEAM Finding a great partner  Red Tettemer + Partners

7. THE ULTIMATE FRANCHISE The Ultimate Intern contest is about highlighting the Under Armour culture and how special it is to walk these halls. Through Facebook we launched a contest to find two humble and hungry college students who could help increase fan engagement across Facebook and Twitter. The winners, Kevin Gottlieb and Christa Bagley spent five weeks traveling to events and working with our athletes bringing their stories to life. Red Tettemer was our partner in bringing this franchise to life.

8. BRINGING ULTIMATE TO LIFE

9. THE ULTIMATE FRANCHISE Facebook 120K new Facebook Fans through the life of the program 107K page views for the Intern tab 2.6M post impression on UA Facebook alone Thousands of applications… Twitter 1,000,000 twitter followers reached Ultimate Intern Account grew 1,000 followers Under Armour Twitter followers grew 5,000 PR Out Reach

10. THE ULTIMATE FRANCHISE

11. A PATH TO BEING A SOCIAL BRAND We’re just getting started… Stay Tuned.