Under Armour, a top-tier brand fighting for more prominence in the footwear space, wanted a memorable and impactful launch of Stephen Curry's new Curry 4 signature shoes.
We needed to get the young, urban, social media-obsessed target audience to spend a worthwhile amount of time with the brand and Curry 4 product to help build their brand loyalty and association with Under Armour in footwear.
We wanted to tap into the intense competitiveness that defines Under Armour's key audience, and provide a digital experience that could be accessible, addictive, and fun. Given the audience's digital behavior, we had to be mobile-first, so we optimized our idea for Instagram and Snapchat. We also needed to create an experience that could naturally connect with the "More Fun" product name, and reinforce what Curry is known for: endless 3-point swishes.
Ultimately, RED created and launched a mobile-only game that allows players to compete for a chance to win a pair of the latest Curry 4s and in turn, to drive desire. To enter the sweepstakes, players must collect pairs of in-game sneakers by making consecutive swishes.
The game mechanics leverage a simple tap gesture to shoot the ball, making gameplay easy and enjoyable for the mobile space. The game was promoted through paid media on Snapchat and Instagram, where users could swipe up to play directly in each interface.
Over 281,500 game plays in the first week
Over 910,000 game replays in the first week
Average session duration of 3:31 minutes for all users
Average session duration of 4:55 minutes for users that replayed
Users averaged more than 3 replays per session
Over 9,000 sweepstakes submissions in the first week
