In an eerie forest, Cam Newton uses his fanciful footwork to run and hit his way through his obstacles in Under Armour’s “It Comes From Below” campaign. But UA is kicking it up a notch with a game version found in Snapchat’s Discover, where you can play as Cam Newton and led him through the obstacles, reports Ad Week.
"We feel like there are multiple ways into our core audience to help demonstrate the power of footwork and the power of the products that we create around them," said Jim Mollica, vice president of global consumer engagement at Under Armour, in a statement to Ad Week.
"It’s really exciting to work with a client partner that is comfortable pushing the boundaries of non-traditional marketing. Working closely with Under Armour to understand their goals really helped steer our creative vision and allowed us to deepen the meaning of UA’s footwork message by letting our audience virtually experience the brand promise for themselves,” said Roni Sebastian, Red Interactive's group creative director.
The game, which is targeted to 14- to 22-year-old high school and college athletes, has been in the pipe for about six weeks.
"We have these 10-second ads that appear in Discover section, in the Sports related and NFL related content areas," Mollica said. "We have two on-ramps that we're testing: One that has the Cam Newton 'Prince of a Thousand Enemies' footage that leads into an invitation to play the game and another one that is much more game footage and an invitation to play the game. When you swipe up that then launches the game."
The game is an “endless runner” which means that the user can play the game as long as they keep Newton alive.
"Through our collaboration with Snapchat, we were able to best understand their environment, its opportunities and limitations— for example, the game could not include any swipe functionality. We were thus able to find a balance in an experience that is easy, intuitive and familiar, while at the same time fun, interesting and shareable," Sebastian said.
Once they have finished playing, players can snap their scores and send them to their friends.