Socially Adept: Under Armour Wins The Z List Experiment with Power of Pink

Almost exactly one year ago, I started "The Z List Experiment" with a belief that at some point big brands would start paying attention to bloggers no matter how big their audience is. I had some lofty expectations, but was confident that a few targeted posts would eventually capture the eye of someone and warrant a response. Last month, one of my initial three brands finally took the time to touch base!

UNDER ARMOUR!

A month ago, I was contacted by Allison at MWW (UA's PR Agency) regarding the companies Power in Pink campaign. Exactly one year ago, I wrote about the campaign as I thought it was a great platform for injecting Social Media initiatives. This year, Under Armour is doing it again and the micro site looks great, but the Social Media is still a bit lack luster. Here is the info on the campaign from Allison:

"The campaign is similar to last year’s, so you are probably already familiar with the program, but here are some of the main details: Under Armour is encouraging survivors and women currently living with breast cancer to share their inspirational stories of strength and survival at www.underarmour.com/powerinpink as part of their Undeniable Survivor Search. Under Armour will select three stories of undeniable courage to become the new faces of the “Power in Pink” campaign and star in national magazine and online advertisements and in-store visuals. Stories will be accepted through April 30, 2008."

I encourage everyone to visit the site and if you have a story to tell, please tell it. I also encourage Stephen Battista or other members of the UA Marketing team to read "Marketing to the Social Web"... I believe you have a copy? : ) Give me a call when you want to talk about how Social Media can fit into your plan.

So, to wrap up, kudos to Under Armour and MWW for your blogger outreach. As someone who works in social media instead of just talking about it, I appreciate the effort and time. On occasion, taking a minute to touch base with the little guy can yield big rewards!

On another note... I never updated anyone on my UA cleats. Durability is great as they lasted 40+ games so far. However, they looked better in the box then they did on my feet. A+ for performance and durability, C- for looks. Oh, and the new cross trainers looked good in the commercial, but not so hot on the website.

(My apologies to Allison for taking so long to post and to my readers for being absent for so long. Things have been busy and quiting smoking is no joke!)