UA Mobile Games

Project Overview

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Under Armour needed help engaging their core Gen Z audience, who are always on their phones.
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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.

Help Cam Newton outrun his enemies

The very first native Snapchat game allowed fans to virtually experience the benefits of UA cleats as they avoided obstacles and collected UA-shaped power-ups. 20% of users who saw the vertical ad swiped up to play the endless runner game, averaged 78 seconds playing, and 19% of players shared the game. See more behind the making of the game>>
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Train like Stephen Curry

Drawing inspiration from Stephen's own training methods, we challenged fans to test their hand-eye coordination and reaction times to unlock higher levels and exclusive views of future Curry 3 colorway drops.
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Shoot like Steph Curry

Match Steph's accuracy for a chance to win a pair of his "More Fun" Curry 4 shoes. Our basketball shooting game was played more than 3 million times. Average gameplay: 3+ minutes. Play the game >>
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Posterize your friends with Dennis Smith Jr.

To promote DSJ's participation—and the "Heatseeker" sneakers he'd be wearing—in the upcoming NBA Dunk Contest, we took advantage of the newly launched Lens Studio to create this unique Snapchat lens.
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Despite zero media budget, our organic promotion yielded almost 500k lens engagements, with users averaging 79 seconds playing with the lens and dunking on their friends during NBA All-Star Weekend.
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We were also recognized for the quality AR experience and named as part of the launch group of Snap's Lens Creative Partners program.

‍Try the lens >>
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Join the Winter Olympics in real-time

Games allowed us to capitalize on special moments, like the Olympics, and put fans in the shoes, skates, skis and sleds of UA athletes on the same day they were competing on the world's stage.