1. WrongGear Ryan Smith Nick Cicero Noelle Albert Pooja Vidhu Kalia Online Campaign WrongGear

2. Observe the marketplace Website Search E-commerce Social Media – Blogs Videos, Viral Games Display ads Mobile, WrongGear

3. Observation & Problems: Website – Target Audience and Objective – Browser Compatibility – Design : Brand = ? – Inconsistency – Wasted space – Insufficient information – Poor placement – Lost! – Where can I buy? – Keywords = Wrong Gear? WrongGear

4. Observation & Problems: Search – No paid search – “Wrong Gear” on Google and Bing – The results for snowboarding mask and snowboarding gear online shops and e-commerce sites - wrong gear is not top of list. – Competitors: Snowboards, Snowboard Bindings, Snowboard Boots WrongGear

5. Observation & Problems: Social Media No major snowboard blogs mentioning the product by industry experts The Wrong Gear riders have no brand presences online WrongGear

6. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000 WrongGear

7. Observation & Problems: Video & Viral Videos are similar across the board – Creative shots, techno-hip hop beats, famous names Sponsored No share for Wrong Gear WrongGear

8. Observation & Problems: Mobile; Display Ads; E-Commerce No mobile presence No display ads on top snowboarding sites E-commerce not present on the website Amazon and other E-commerce – Not top of results WrongGear

9. Over all Objective To become the dominant voice in the snowboarding culture. Snowboarding = Wrong Gear WrongGear

10. Young Sport Shaun White: 23 yrs old Louie Vito: 22 yrs old Gretchen Bleiler: 29 yrs old http://www.youtube.com/watch?v=586OlQMU 420http://www.youtube.com/watch?v=586OlQMU 420 WrongGear

11. Insights They are in it for the thrill and challenge It’s all about ‘Showmanship’ – What’s the next trick? – Clothes you wear WrongGear

12. Insight “Someone from one of the clothing companies has pointed out to the snowboarders that if they wore tight, aerodynamic suits, like the skaters or the skiers, rather than the baggy trousers and loose-fitting hoodies that they all favour, they would go faster, shaving hundredths of seconds off critical timings. And, presumably, the snowboarders have replied,“What? Dress like my grandad’s garden gnome? Are you, like, for real?” - Times Online WrongGear

13. Proposition Showcase Yourself WrongGear

14. Personality Black Sheep of the mountains – Edgy – Going against the grain – Politically incorrect – Flamboyant WrongGear

15. Online Community Showcase Yourself WrongGear

16. SHOWCASE YOURSELF Post Videos Snowboarding Games New Apparel & Design Ideas Upcoming Events LingoBest Venues Snowboarding Lessons Post Photos Online Contests Expert Advice & Tips Keep Updating the forum Track visitor response & reviews Refresh content Keep up to speed with changes STAY IN CONTROL WrongGear

17. Search – Keywords! (snowboarding, snowboarding masks, snowboarding gear) – Paid Search = Top results – To own words such as: Snowboarding, masks, UV masks etc. WrongGear

18. E-Commerce Make Products available on the website Skunk works – Social Commerce WrongGear

19. Objectives: Social Media Direct traffic to wronggear.com Engage customers in conversation Drum up additional “buzz” surrounding the product by becoming a personality. WrongGear

20. Objectives: Social Media Twitter Myspace Facebook – Contest WrongGear

21. Who’s got the look? Wear Wrong Gear in FB pic. Get friends to comment Win prizes Popularize the look WrongGear

22. Objectives: Social Media - Blogs Distribute samples of the product to key opinion leaders in snowboarding Encourage them to Blog about the product Thereby helping in search results WrongGear

23. Objective: Video & Viral Sponsored viral videos of “on and off the hill” content Natural environment of Wrong Gear users Top Riders Create a space on current website for viral content WrongGear

24. Objective: Mobile – To develop a.mobi site for Wrong Gear GAME – Customizable – Interactive – Heavily brandable APP – Take pictures/video of tricks, cool places or incidents – Upload it, Tag it, Geo-Tag it – Trick Alert WrongGear

30. Measurement Unique Visitors Web Page Ranking Register with Alexa.com Google Analytics App Downloads Sales : New E-Commerce Model Analyze content feedback WrongGear

31. Thank You! ??? WrongGear