5. 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 winner's 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.
8. ArmorUpSeries.
NEXT STEPS // TIMING
PHASE 1 I TIMING
TAB DEVELOPMENT (4-6 WEEKS) 6/15/12
LAUNCH PHASE 1: CASTING CALL 8/1/12
WINNERS 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)