1. © 2012 Social House, Inc.

2. SUMMARY
A QUICK LOOK INTO THE PRESENTATION
NEW VISION
SOCIAL MEDIA 2.0
NEW VALUES
BODYARMOR USER 2.0
WELCOME INC.
TO SOCIAL HOUSE,
BACKGROUND
WHERE WE STARTED
CURRENT STATE
BODYARMOR SOCIAL MEDIA
STRATEGY 2.0
BODYARMOR PHASES
© 2012 Social House, Inc.
ADDITIONAL TACTICS
SUPPLEMENTARY CAMPAIGNS
NEXT STEPS
MOVING FORWARD

3. NEW VISION.
LEVERAGING “SUPER” AND SUPERDRINK
BODYARMOR // SOCIAL MEDIA 2.0
WHY US
CLEARLY COMMUNICATING OUR FUNCTION
OVERVIEW
• It’s&ownable&&
– We&are&crea0ng&a&new& Nutrition, Hydration and Taste.
BODYARMOR SuperDrink
BODYARMOR SuperDrink™ is formulated to provide Superior
REVISED VISION
Has real nutritional benefits…
category&
– We&have&it&TM’ed& BodyArmor is an innovative SuperDrink for
on-the-go and health conscious teens and
• &It&draw&consumers&in&and&
adds&texture&to&the&brand/ adults.
brand&name&
>> In order to achieve our vision, we have a
– “What&is&a&SuperDrink?”&
simple mission statement:
• It&is&locked&up&with&BodyArmor&
anywhere&and&everywhere&
WHERE WE WERE… From…& Social Media will be the vehicle to drive
– Gives&us&the&opportunity&to& BodyArmor’s positive brand image and
hammer&it&home&
raise brand awareness and ultimately drive
traffic to purchase.
>> We need to adopt a core philosophy for
Social Media:
© 2012 Social House, Inc.
Be innovative to stand out in an
increasingly competitive space and create
brand equity (to both the community and
the brand).

4. NEW VALUES.
WHO IS THE BODYARMOR USER?
BODYARMOR: SUPERDRINK
NEW TAGLINE >> DRINK SUPER
USER ENCAPSULATES: USER IS FOCUSED: MAIN DEMOGRAPHIC:
• Active • Primarily focused on Generation Y // ALIGN SUPERIOR
• Confident males, but never Millennials
• Team Player alienates females NUTRITION,
• Aspirational
• Leader
• 15-24 year old “active
With 1.8 billion social
media accounts around
SUPERIOR
• Weekend Warrior
• Casual
teens and young adults” the world, the Gen Y HYDRATION, AND
market is worth $360B
• Health Conscious
• Loves Music • 24-30 year old annually SUPERIOR TASTE
• Participates in Fitness
• Follows Core Sports
“weekend warriors”
*Taken from mobile Youth report RESULTING IN
2011
• Always on the go DRINK SUPER
© 2012 Social House, Inc.
• Connected to digital world
NEW APPROACH >> BodyArmor wants to be the brand of choice for active and on-the-go users
who pursue the "Sport of Life."

5. BACKGROUND.
SOCIAL MEDIA // WHERE WE STARTED
FACEBOOK
141 fans (Sept. 2011)
OUTLETSUMMARY
• Live only on 1 Social Media Outlet
TWITTER
• Facebook was sporadically updated
0 followers (Oct. 2011)
with random photos from events and
links
YOUTUBE • Albums needed to be deleted due to
0 videos, 0 views (Sept. 2011) non-brand related content postings
• Significant clean up and voice
© 2012 Social House, Inc.
development took place on Facebook
Fan Page

6. CURRENT STATE.
SOCIAL MEDIA // OUTLETS*
FACEBOOK INSTAGRAM
26,706 fans 98 followers
OUTLETSUMMARY
TWITTER • Active on 4 Social Media Outlets
YOUTUBE
512 followers 10 videos; 3,856 video views • Content is updated daily on all
outlets with fresh information
• New tabs for campaigns
implemented
• Brand strategy and voice had been
developed to enhance user
© 2012 Social House, Inc.
experience
* As of 6/26/12

7. CURRENT STATE.
SOCIAL MEDIA // FACEBOOK TABS
TAB SUMMARY
>> SoCal Fitness Sweeps Tab
>> Get a Free Tee Tab
>> Swag Giveaway Tab
>> Store Locater Tab
>> BodyArmor 360 Tab
© 2012 Social House, Inc.

8. STRATEGY 2.0.
BODYARMOR // PHASE 1
PHASE 1: INTEGRATE RELAUNCH
>> Redefine and establish brand voice as the beverage authority
>> Acquaint users with “SuperDrink” tagline
>> Target posts to 15-24 and 24-30 year old demo
• Supplemental training for FMMs on new Social Media
Guidelines
>> Create brand and content consistency
>> Provide best practices on posting/tweeting
CAMPAIGN TACTICS
• Reinforce authenticity • Daily social content to be
and credibility with posted with renewed focus
BodyArmor Facts on new brand direction
>> Quick 100-character • Integrate more lifestyle
© 2012 Social House, Inc.
blurbs on the benefits of posts to evoke cultural
BodyArmor as a relevance amongst new
SuperDrink demographic
>> Keep benefits of
SuperDrink top of mind

9. STRATEGY 2.0.
BODYARMOR // PHASE 2
FACEBOOK INSTAGRAM
>> Create compelling user >> Instragram will become
generated contests on pictorial vehicle for
Facebook (i.e. BodyArmor #DrinkSuper hashtag and
PHASE 2: EVOLVE CHANNELS Music Series, Armor Up, Cap event coverage; to be used
• In addition to events, we want to evolve content to incorporate: Spin) actively by FMMs moving
forward
>> Pro-athlete and Amateur Sponsorships >> Timeline can include
milestones portraying the
>> More PR editorial placements to support brand awareness
personality behind
>> Initiate new FMM strategy to better expose event initiatives BodyArmor (i.e. pro-athletes, YOUTUBE
brand ambassadors, etc.)
• Twitter Brand Page >> YouTube will continue to be
the driving channel behind
video exposure for the brand
>> Header Image: 835x90 banner featuring tagline or new
campaign
>> Exclusive Content to promote tweets on brand page with TWITTER PINTEREST
new product launches, engaging promotions, or campaigns/
>> Create Twitter brand page to
contests >> Run contest concurrently on
better promote following Pinterest, Facebook, and
© 2012 Social House, Inc.
• Tap into supplementary social media platforms to support Twitter  participants create
>> #DrinkSuper to be the main a #DrinkSuper pinboard and
initiatives on Twitter & Facebook hashtag for Twitter contests share it on social networks for
visual impact
>> Create a contest pinboard
curating submissions to
support other channels

10. STRATEGY 2.0.
BODYARMOR // PHASE 3
PHASE 3: NEW RESOLUTIONS
• Continue Phase 2 strategy to evolve channels
• Kick off 2013 with content focused on helping fans “reach
their goals” (New Year’s Resolutions)
TACTICS
>> Start off new year with resolution to pursue the “Sport of
Life”:
Campaign #1: What’s your resolution?
- Concept -- User contest campaign to be developed that will
encourage people to share their new year’s resolutions
- Users will be rewarded for their viral activity online and
BodyArmor will help reward 10 grand prize winners who
have the most unique resolution
Campaign #2: Get MADE into a SUPERior you.
- Concept -- With the start of the new year Get MADE into
© 2012 Social House, Inc.
the super athlete you’ve always wanted to be
- BodyArmor will document the transformation process of
one lucky winner and will be rolled out socially for continued
engagement; create a personal “sport of life journey”

11. STRATEGY 2.0.
BODYARMOR // PHASE 4
PHASE 4: BRAND ALIGNMENT
• Major events such as music festivals and Xtreme sports events
launch Spring/Summer nationwide
• This is BodyArmor’s time to hit the event scene with a bang
and target the masses
• Social will be the factor in getting the word out to the public well
beyond the events we sponsor
• Events provide relevant content to social media outlets and is
an opportunity to add “human element”
>> Coverage of events give fans chance to tag themselves in TACTICS
photo albums, provide user generated content, and amplify
BodyArmor as brand ambassadors • Continue to leverage event sponsor social teams for cross-
promotional purposes
• Potentially target conventions (i.e. San Diego Comic Con, • Use event space to draw in traffic to primary and secondary
Penny Arcade Expo, etc.) social outlets on-site
© 2012 Social House, Inc.
>> 15-30 year old demo • Live tweeting from major events and hash-tagging to bring
>> FMMs and brand ambassadors be on site to provide positive affiliation between the brand and lifestyle focused
BodyArmor to attendees events

12. ADDITIONAL TACTICS .
SUPPLEMENTARY CAMPAIGNS
© 2012 Social House, Inc.

13. ADDITIONAL TACTICS .
SUPPLEMENTARY CAMPAIGNS
© 2012 Social House, Inc.

14. ADDITIONAL TACTICS .
SUPPLEMENTARY CAMPAIGNS
VIDEO FACE-OFF
OBJECTIVES
• Create a platform for new and engaged users to upload how they “Drink Super”
• Uploaded videos are then randomly pitted against each other in a face-off
• Interactive element: audience gets to vote for best video that fulfills mission statement
• Appeal to Gen Y with creative call to action and engaging challenge
CONCEPT
Develop an exciting Facebook campaign to creatively drive fan engagement while VS
simultaneously challenging fans in a video face-off.
These challengers will upload a video no longer than 30 seconds to show how they “Drink
Super” on a Facebook tab. The mission is to show how BodyArmor helps them accomplish
amazing feats. Video can be a clip of them pulling off tricks, mountain climbing, etc. Face-offs
© 2012 Social House, Inc.
will be generated randomly with fans picking preference.
The BodyArmor Video Face-Off will be an online environment for users to interact with the
brand in a way that showcases friendly competition amongst participants, encouraging other
fans to pick a winner.

15. ADDITIONAL TACTICS .
SUPPLEMENTARY CAMPAIGNS
FIND YOUR SUPERDRINK
OBJECTIVES
• Create a campaign combining offline and online activities
• Engage fans to be proactive and essentially become brand ambassadors
• Increase brand awareness by having fans share content (amplification effect)
• Appeal to Gen Y with creative call to action and engaging challenge
CONCEPT
Develop a cross-platform campaign (can be on Twitter, Facebook, and Instagram) utilizing an
Easter egg hunt where specially marked BodyArmor bottles (or other swag) are hidden
around various landmarks to drive fan engagements and challenge fans.
Have these “Easter eggs” pinned on a custom Google map to provide point of reference for
fans. When fans find one, they should take a photo (via Instagram) and share it with
© 2012 Social House, Inc.
#DrinkSuper hashtag (on Twitter and Facebook)
The BodyArmor Find Your SuperDrink will be an online/offline campaign to encourage fans
to share content and engage with the brand in a creative way.

16. ADDITIONAL TACTICS .
SUPPLEMENTARY CAMPAIGNS
DRINK SUPER WITH YOUR FRIENDS
OBJECTIVES
• Grow brand awareness in ALL territories across the US
• Increase brand adoption in ALL markets across the US, not just East & West coasts
• Engage fans to be proactive and essentially become brand ambassadors
• Appeal to Gen Y with creative call to action and build positive brand sentiment
CONCEPT
Develop a cross-platform campaign that combines online and offline activities while
simultaneously reaching out to a new audience. Essentially fans can get BodyArmor for
themselves and gift another to a friend.
Campaign will live on Facebook Tab. Fan will fill out a form to get a promotion code to get
© 2012 Social House, Inc.
one drink for him/herself and another for his/her friend at any store where BodyArmor is
sold.
The BodyArmor Drink Super With Your Friends will encourage fans to share the product
and engage with the brand in a creative way.

17. NEXT STEPS.
MOVING FORWARD
INITIATE PROTOCOL
+
• Update upcoming and social posts across all platforms to reflect new brand message
• Incorporate agreed upon tactical campaigns according to established timeline
• Create revised Social Media Guideline for FMMs
USER ENGAGEMENT
+
• Touch base with FMMs, PR team (?), and brand ambassadors on posting with new
direction/voice
• Refocus primary and secondary social media channels
• Roll out campaigns to engage and re-engage users
ANALYZE & REVISE
+
What’s working?
• Determine what is working and what is not working
• Analyze campaign data and revise according to findings
© 2012 Social House, Inc.

18. THANKYOU.
LET’S SOCIALIZE.
© 2012 Social House, Inc.