A new campaign idea for Oakley Inc. (Oakley Ballclub Campaign

1. Oakley Ballclub Campaign William Mach

2. History & Products History -Founded in 1975 by James Jannard -Initially made motocross grips and goggles -Popularized by Tour De France Cyclists by wearing their original ‘Eyeshade’ sunglasses in the early 80’s Products -Sunglasses -Clothing -Watches -Shoes / Sandals -Watches -Goggles -Prescription Eyewear

3. Company / Campaign Goals Company goals To build on its legacy of innovative, market-leading optical technology Redefine eyewear through art and HDO (High Definition Optics) Further their reach on the female market Campaign goals Expand the companies customized apparel market Bring the MLB, NFL, NBA and NHL market all into one mixing pot Increase the number of sponsors through Major revenue sports in order to increase future profits

4. COMPANY CHALLENGES Increase sales of products other than their eyewear Increase their target market

6. Use professional athlete endorsers to blog, make videos and sponsor all of the new Oakley gear

8. BUDGET & TIMELINE Budget: 20 million ($5 million more than their current Customize. Personalize. Identify campaign Timeline: June, 2010 – May, 2011

9. SOCIAL MEDIA IN CAMPAIGN YOUTUBE-Will collaborate with Youtube having videos with celebrity endorsers wearing the Oakley product while wearing their team’s gear customized by Oakley. TWITTER- Will open a Twitter account (do not have one as of now) giving out deals for new products, pictures of different teams gear and retweeting consumers positive tweets regarding product FACEBOOK- Create a interactive fan page with direct links to the Oakley website, so that consumers can create their own glasses using any teams Logo sketch on their lenses, purchase Oakley team gear and also allow consumers to respond to what they think about the new product

10. SOCIAL MEDIA continued… SEOs- Purchase space on SEOs such as Google, Bing etc. to have Oakley Inc. first to show up when consumers search for eyewear or athletic clothing BLOGGING-Have sport icon endorsers hold a daily blog talking about the Oakley product, why they chose to be with Oakley Inc. and how Oakley apparel and eyewear help them in their respective sport GOOGLE-Will use Google Adwords to promote the Oakley Ballclub Campaign. Will also pay Google to show up at top of search list, this way Oakley will have more clicks

11. HOW SUCCESS WILL BE MEASURED YOUTUBE -See how many views on videos -See replies and response videos BLOGGING -See how many people view blog posts -Look at responses to blogs TWITTER -Monitortweets using hoot suite -See if posts are positive/negative FACEBOOK -Look at fan pages, see what the consumers are saying about the campaign / product -Search fans Facebook pages for pictures wearing product GOOGLE -Monitor using Google Analytics -Use SEO to see how competitors are doing SEOs -Search for product, see what critics are saying -See how many people are searching for your product