Under Armour Digital, Case study #Breakthegame by Droga5 New York

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#Breakthegame

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Droga5 New York
Chief Creative Officer Ted Royer
Senior Art Director Evan Schultz
Senior Copywriter Ben Bliss
Production O Positive
Released October 2016

Awards

Cannes Lions 2017
Cyber Social: Real-Time Response Gold Lion
Mobile Social: Real-Time Response Bronze Lion

Credits & Description

Agency: Droga5
Client: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Chief Creation Officer: Sally-Ann Dale
Senior Broadcast Producer: Jennifer Chen
Head of Interactive Production: Niklas Lindstrom
Global Chief Strategy Officer: Jonny Bauer
Co-Head of Strategy: Harry Roman
Strategist: Newman Granger
Head of Communications Strategy: Colleen Leddy
Communications Strategy Director: Hillary Heath
Data Strategist: Kaveri Gautam
Executive Group Account Director: Julian Cheevers
Group Creative Director: Tim Gordon
Senior Copywriter: Ben Bliss
Senior Art Director: Evan Schultz
Designer: Toga Cox
Executive Producer: David Cardinali
Production Company: O Positive, New York
Description:
Online chatter about Curry spiked while he was actually playing, so we knew people watched while cruising social media on their phone. All the hype was focused on his three-point shots, each one becoming its own in-game event. So we hijacked the mobile experience to turn Curry’s biggest moments—his threes—into Under Armour moments, too.
Every single time Curry hit a three during the 2016 playoffs, we tweeted a new three-second ad starring Curry right as the shot dropped, linking his incredible on-court performances with Under Armour in real time.
Campaign Description:
Online chatter about Curry spiked while he was actually playing, so we knew people watched while cruising social media. All the hype was focused on his three-point shots, each one becoming its own in-game event. So we hijacked the second-screen experience to turn Curry’s biggest moments—his threes—into Under Armour moments, too. Every single time Curry hit a three during the 2016 playoffs, we tweeted a new three-second ad starring Curry right as the shot dropped, linking his incredible on-court performances with Under Armour in real time for the Warriors entire two-and-a-half-month-long playoff run.
Synopsis:
On his way to winning MVP and the NBA title, Stephen Curry became the most popular player in basketball and one of the most popular athletes in the world. On the surface, this was great for us. We had the singular transformative player who could build the Under Armour basketball brand from scratch.But his meteoric rise also presented us with serious challenges.1) Other brands were swooping in to capitalize on his star power.2) Everybody on every platform was talking about him.3) We had limited investment allocated to put behind him.Given these three factors, the brand was being drowned out by the cultural frenzy. Custom quantitative analysis confirmed our worst fear—people weren’t connecting Curry to the brand. We needed a culturally relevant, non-traditional idea that would get people talking and connect Curry back to the brand.
Execution:
Before the playoffs, we shot over a hundred 3-second ads with Stephen Curry, planning ahead for different situations so each ad would be contextual when it was tweeted out. Some were for when Curry broke a shooting record. Some were for when he hit back to back 3's. Some were specifically for buzzer beaters. Some were even for crazy acrobatic plays. Others were for when he was having an incredible game. We organized each 3-second ad into contextual categories then during games we simply tweeted out the right 3-second ad based off of the 3-point shot Curry made through Under Armour Basketball’s Twitter handle, right as he made it. By the end of Curry’s two and a half month long playoff run, we’d released 91 original 3-second ads, all for less than the cost of airing a playoff spot once.
Strategy:
Knowing that approximately 94% of teens are simultaneously using other media while watching TV, we tapped into the second-screen viewing habits of UA’s young athlete audience across social channels.As the go-to social companion for real-time sports updates (like playoff games) Twitter was our choice for the central campaign platform. Using smart targeting and sequential messaging strategies, we served our three-second videos to people we knew were watching and engaging with the game.We used Facebook and Instagram as additional social platforms to drive program reach and keep us socially relevant beyond the real-time three-point moments.
Outcome:
The results were impressive. The project was viewed in 53 countries, garnering 130 million social media impressions, driving a 20 percent increase in global conversations linking Curry with Under Armour. In the end we’d released 91 original 3-second ads giving us two-and-a-half-months of original content. And we did it all for less than the cost of airing a playoff spot once.