The document describes how Tom, a cycling enthusiast, encounters the Beyond Reason program which connects fans to Olympic athletes. Tom joins #TeamJulien to support the cyclist Julien Absalon. By sharing his own cycling accomplishments using the Beyond Reason app and hashtag, Tom is able to help Julien achieve sponsorship goals while also progressing in the program himself. Tom's engagement in the community culminates in him ultimately winning his own Oakley sponsorship.

7. We are more alike
Than not
I don’t aspire to be him
I perspire just like him
We are connected
By our relentless desire
To go

8. We are more alike
Than not
I don’t aspire to be him
I perspire just like him
We are connected
By our relentless desire
To go

10. SHARED DESIRE
ignites emotion

11. SHARED DESIRE
ignites emotion
SHARED GOAL
stokes engagement

12. MOVEMENT

13. TOM
SHAPIRO
Location: New York, NY
Sport: Cycling
Oakley Gear: Fast Jacket XLJ
Tom Shapiro is a New York
native with a passion for
cycling. Every morning he
wakes up and cycles from his
home in Brooklyn, up to
Harlem, and back.
He’s never professionally
competed, but given the right
push, he would consider going
to the next level.

14. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to the
Beyond Reason hub.

15. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to the
Beyond Reason hub.

16. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to the
Beyond Reason hub.

17. As a loyal Oakley customer, Tom encounters a series of on and offline drivers to the
Beyond Reason hub.

18. 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 an
athlete from a world map.

19. Three Olympians with similar social interests are offered to Tom. It’s now up to Tom to
determine who from the selection is most like him.

20. On the #TeamJulien page, Tom is presented with photos, videos, and real-time updates
from Julien and his supporters.

21. Tom clicks on a video of Julien Absalon sharing what Beyond Reason means to him. The
testimonial resonates with Tom and confirms they have much in common.

22. Tom clicks on an photo of Julien sporting Jawbones, his personal favorite, and a
contextual e-commerce link is surfaced.

23. Tom mouses over the collection of real-time posts from Julien Absalon and his fans and
sees the two-way, mutual support and sharing of accomplishments. Tom is sold.

24. Tom joins #TeamJulien and learns how sharing personal accomplishments and
supporting Julien and others in theirs earn points towards winning the shared goal of an
Oakley sponsorship. Tom downloads the Beyond Reason app.

25. Tom’s joining #TeamJulien is automatically shared across his entire social graph. From
their newsfeed, Tom’s friends can click on a link to join the Beyond Reason community.

26. Using the mobile app, Tom inputs his Beyond Reason workout goal of 10 miles.

27. The mobile app uses GPS functionality to track Tom’s distance and his progress in
achieving his inputted goal.

28. Tom completes his goal, going Beyond Reason by riding an additional 3 miles. With one
click he’s able to share his accomplishment and earn Julien and himself points.

29. Tom’s accomplishment is posted to the #TeamJulien community page and his Facebook
newsfeed, extending the reach of his achievement.

30. Back home from his ride, Tom consults the #TeamJulien community page to see his post
and its comments and how his ride impacted the Leader Board.

31. Back home from his ride, Tom consults the #TeamJulien community page to see his post
and its comments and how his ride impacted the Leader Board.

32. Sharing his accomplishment with the community moved Tom into 5th position and Julien
into 2nd.

33. Julien wins gold and reaches out to his fans for support by posting a video directly from
the Oakley Safe House. That video appears on the #TeamJulien community page.

34. Julien tweets the news to his Twitter followers and uses the #TeamJulien hashtag to
make the social support count towards Julien’s Beyond Reason points total.

35. Thanks to his performance during the Olympics and his team’s social support on the
#TeamJulien community page, Julien wins the Oakley sponsorship.

36. After the Olympics, Beyond Reason showcases the ongoing accomplishments and
content of the community in concert with Oakley product and exclusive content.

37. After the Olympics, Beyond Reason showcases the ongoing accomplishments and
content of the community in concert with Oakley product and exclusive content.

38. Tom continues to train, sharing his accomplishments using the #BeyondReason
hashtag. His efforts and willingness to share culminate in his winning an Oakley
sponsorship.

39. Tom continues to train, sharing his accomplishments using the #BeyondReason
hashtag. His efforts and willingness to share culminate in his winning an Oakley
sponsorship.

40. Tom continues to train, sharing his accomplishments using the #BeyondReason
hashtag. His efforts and willingness to share culminate in his winning an Oakley
sponsorship.

41. Tom continues to train, sharing his accomplishments using the #BeyondReason
hashtag. His efforts and willingness to share culminate in his winning an Oakley
sponsorship.

42. Beyond Reason is the bond between Olympians and consumers. Tom has earned the
right to have this association announced for the world to hear.

43. The community grows as Beyond Reason is repurposed for the next big Oakley sports
marketing event. Who will be the next Beyond Reason athlete/consumer winners?