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3rd Annual Shorty Social Good Awards Categories


See below for official categories. The early entry deadline is June 20th, 2018.

From the 10th Annual Shorty Awards

Curry 4 "More Fun"

Finalist in Mobile Campaign

About this entry

Under Armour, a top-tier brand fighting for more prominence in the footwear space, wanted a memorable and impactful launch of Stephen Curry's new Curry 4 signature shoes.

We needed to get the young, urban, social media-obsessed target audience to spend a worthwhile amount of time with the brand and Curry 4 product to help build their brand loyalty and association with Under Armour in footwear.

Why does this entry deserve to win?

We wanted to tap into the intense competitiveness that defines Under Armour's key audience, and provide a digital experience that could be accessible, addictive, and fun. Given the audience's digital behavior, we had to be mobile-first, so we optimized our idea for Instagram and Snapchat. We also needed to create an experience that could naturally connect with the "More Fun" product name, and reinforce what Curry is known for: endless 3-point swishes.

Ultimately, RED created and launched a mobile-only game that allows players to compete for a chance to win a pair of the latest Curry 4s and in turn, to drive desire. To enter the sweepstakes, players must collect pairs of in-game sneakers by making consecutive swishes.

The game mechanics leverage a simple tap gesture to shoot the ball, making gameplay easy and enjoyable for the mobile space. The game was promoted through paid media on Snapchat and Instagram, where users could swipe up to play directly in each interface.

Results

Over 281,500 game plays in the first week

Over 910,000 game replays in the first week

Average session duration of 3:31 minutes for all users

Average session duration of 4:55 minutes for users that replayed

Users averaged more than 3 replays per session

Over 9,000 sweepstakes submissions in the first week

Media

Video for Curry 4 "More Fun"

Produced by

RED Interactive Agency, Under Armour

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The early entry deadline for the shorty social good awards is june 20th, 2018