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In The Age Of Content Overload, Under Armour’s Latest Digital Campaign With Steph Curry Cuts Right Through The Noise

This season Steph Curry became the first player in NBA history to sink over 400 three-pointers. He is surely on his way to a second straight MVP award and the Warriors are poised for a deep playoff run. But this incredible success from beyond the arc doesn’t just mean opportunity for the Warriors. Under Armour is seizing Curry’s momentum by viewing it as another potential avenue to bring attention to their brand through their most valuable brand ambassador.

Under Armour launched the #BreaktheGame campaign last Saturday before Game 1 when Curry’s Warriors beat the Houston Rockets soundly 104-78. For every three-pointer Curry makes for the rest of the 2016 NBA Playoffs, Under Armour will feature him in a new three-second ad. Here are some of the first ads:

Under Armour, which entered the very competitive industry of sports apparel 20 years ago has risen to prominence by thinking outside of the box. This campaign with Curry certainly continues that type of thinking. It takes their tentpole athlete and continually drives people to Under Armour’s Twitter content every time Curry hits a three-point shot; which as any NBA fan knows is fairly often for the reigning league MVP.

While Curry missed his first-ever playoff game on Monday night, he averaged over five three-pointers a game this season to achieve his record setting pace. This represents a chance for Under Armour to display five new advertisements every game and reach the millions of fans following the Warriors games on television and throughout online streaming and social media.

With all ads in this unique campaign being only three seconds long they don’t require long film sessions or huge resources to execute. If Curry provides similar production in the postseason as he did during the regular season and the Warriors reach the NBA Finals as expected, Under Armour will only have to create a couple minutes of video footage, at most. A trade off they would happily take.

The campaign took a little bit of a setback when Curry’s ankle issues reared their ugly head once again and he sat out Game 2 of the series. But he is looking more probable to play today after participating in the Warriors shootaround this morning.

So look for some new fun 3-second videos on the Under Armour Twitter account after each Steph Curry three-pointer and appreciate this unique digital marketing campaign.

 

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