Under Armour women launched a campaign called What’s beautiful. The campaign aims encourages women to declare a goal and document it’s progress online.
{from whatsbeautiful.ua.com/}
Any woman can sign up and list their goal. Then contestants will be competing challenges in 3 categories:
– Drive Challenges: test your will
– Compete Challenges: push you to the top
– Influence Challenges: a test of social influence, how many people can you bring to your cheering section?
I think the campaign is cool. Many of the goals range from lifting weights 4-5 times a week, PR time for a year in 5k, 10k races, 10k under 60 minutes, and Boston qualify. I also like how the contest has a variety of challenges that don’t solely depend on “likes” or social influence. There are a total of 19 challenges! The finalists are selected based on how great their “stories” are. Meaning how great they fill in their profile pages. The prize is having your life sponsored for a year by Under Armour.
What a cool social media campaign. Yes, it’s a contest. But I also like how you are also working towards a goal while attempting to win.
Here’s a video with more information:
