Under Armour is launching a contest called "The Future is OURS" that will award $1 million to the customer who submits the winning innovative product idea. Customers ages 18-35 can submit and vote on ideas through a new Under Armour application and other online platforms. The goals are to get over 1 million app downloads, 3 million new customer contacts, increase website traffic by 100%, and gain over 3 million new social media followers to promote the brand. The budget for the campaign is $100 million which will be spent on advertising, developing the app, and operating the voting system internationally.

1. “The Future is OURS”
Under Armour
Created by: Allison Recchia

2. The Big Idea
The person with
the winning
product will
receive a grand
prize.
All customers will
have a chance to
submit their new
innovative product
to Under Armour.
People will be
able to cast their
vote for the top
five products.
Co-Creation: Implementing a business
strategy focused on the customer
experience and interactive relationships.

3. The winner
will receive
$1 million
dollars.
$3,000
dollars
worth of
Under
Armour
Gear.
A year-long
gym
membership
of their
choice.
The Award

4. Target Market
Men and Women 18 to 35. People who are
creative, inspired, passionate about fitness,
health, our brand and overall want their
ideas to be shared.

5. Internet Marketing
Facebook Link all Facebook current accounts. Consolidate all posts. Interact more with
followers.
Twitter Create a consistent hashtag, Interact with customers substantially more.
Create concise motivational tweets, follow your top fans.
Instagram Make sure the account is not linked to competitors.
Hire a professional photographer to collaborate with their social media
teams.
Google Create advertisements on Google.

6. Mobile Strategy
An application will be created
specifically for this contest.
The application will be on the top
page in the Application store. This
application will allow Under
Armour to use all emails and
customer information to advertise
in the future. People will also be
able to text and call to vote in.

7. KPI
• Expected Goals:
1. To have over one million people download our application.
2. To have over 3 million new emails and names of customers
that can be contacted.
3. To increase our traffic to our Site by 100 percent.
4. Over 3 million followers on Twitter and Instagram and over 1
million page likes on Facebook.
5. Over 500,000 people submit innovative product ideas.
6. Under Armour stock will increase.

8. The Budget Plan
$100 will be
spent on the
creation of
commercials,
advertisements
and buying
advertising space
on the Internet.
$100 million will be spent on
advertising internationally,
creating the application, and
all voting and tallying
systems.
$5 Million spent on
Spot-Advertising.

9. Tools & Tactics
Bloggers
•We will have paid
and un-paid bloggers
talking about our
new campaign and
how to sign up
and/or vote.
Advertisements
•We will have
advertisements on
top social media
platforms and also
Spotify, Sound Cloud,
Pandora and Itunes.
On workout playlists
specifically.
Easy Access to Voting
• Advertisements and
voting on Facebook,
ESPN.com,
college/professional
sport-team
Websites, Twitter,
Instagram, Google,
Yahoo, our Website
and all applications.

10. Summary