Under Armour needed help engaging their core Gen Z audience, who are young, urban and always on their phones.
So we pioneered branded games on Snapchat and Instagram, building experiences that put kids in the shoes of NFL, NBA and Olympics athletes.
Each mobile game was launched during a culturally-relevant sports moment and natively within the apps where our target audience was already spending their time.
We also built custom AR lenses and Geofilters that let fans create shareable content in ways that align with their behavior on the platforms.
Some experiences were tied to larger campaigns, others stood on their own. In every experience, the brand promise (UA makes you better) was front and center without being obnoxious. It’s why consumers have chosen to engage with these experiences in droves – voluntarily participating, sharing with friends and spending significant time with the brand. Sure beats a 30-second spot nobody is paying attention to.
Read more about our Snapchat approach with Under Armour in this Adweek article.