Under Armour Creates Campaign Snapchat Game
Under Armour has launched a Snapchat version of its ‘It Comes from Below‘ campaign, where users can play as the campaign’s frontman, Cam Newton.
The game is aimed at 14-22-year-old college athletes, with users leading Newton through the obstacles.
The game keeps going as long as they keep Newton alive and once users finish, players can snap their scores and send them to their friends.
Before @CameronNewton shreds the defense this weekend, play his new game on @NFL‘s Discover channel on @Snapchat. #ItComesFromBelow pic.twitter.com/P4xNf9S9e3
— Under Armour (@UnderArmour) September 28, 2016
It follows Gatorade’s unveiling of a Snapchat game featuring Serena Williams, which was accessed via ESPN’s Discover page.
“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.
“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.”
