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Steph IQ

Under Armour

Project Overview

During the NBA Playoffs we launched Steph IQ—a custom-built, live mobile trivia game tied directly to the in-game performance of Stephen Curry—on behalf of Under Armour.

Steph IQ activated in real-time each Warriors Playoffs game, not when the game tipped-off, but at the exact moment Steph connected on his first three-point shot. It was the first-ever mobile game triggered by an athlete’s live performance, marrying the physical and digital experiences of watching a sporting event.

A series of 8 multiple choice questions got harder as the game went on – asking questions focused around the Bay Area, Stephen's rookie season, epic playoff performances, sneakers, and more. The game was hosted by one of the internet’s most influential basketball personalities, Bdot, and players competed to win such prizes as Playoffs game tickets, the latest colorways of the Curry 5, and up to $10k in Under Armour store credit.

Q: How did we sustain interest in one player's performance and sneakers for over 2 months?
A: Watch the video to find out!

Each episode presented a new quiz theme and different prizes, always featuring the Curry 5 sneakers. We produced 28 unique shows— one for each potential game of the playoffs

Incredible results and earned media coverage

Fans averaged over 40 minutes 
playing our branded app during the playoffs. We generated over 835,000,000 social media impressions and were picked up by several press outlets, including coverage in Fast Company, a front page feature on Adweek and campaign of the week on Contagious.
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