To celebrate the launch of Curry 4 "More Buckets" colorway, Under Armour partnered with Twitch for the inaugural "More Buckets Tournament," a first of its kind live streamed 3-on-3 tournament at our Global Headquarters in Baltimore, Maryland.
Gaming is the next big frontier for authentic interactivity between brands and the consumer, especially in worldwide sports. We recognized the opportunity to interact in the gaming space, efficiently marrying the digital and physical worlds, while showcasing Curry 4 "More Buckets."
We invited 11 top Twitch Influencers to UA to participate in an NBA 2K18 3-on-3 round robin tournament hosted on XBox Live. The influencers invited were a perfect combination of skill level, basketball, and sneaker enthusiasts, creating a great overall chemistry.
To promote the Curry 4 "More Buckets" launch, influencers were able to show off the Curry 4 both on their feet and in game thanks to an in game integration that dropped on NBA 2K18. For added bragging rights, the winning team was presented with a championship belt.
To encourage viewer participation, users that used #MoreBuckets in the chat, could win prizes: including a signed pair of Curry 4's and exclusive Twitch x Under Armour shirts, customized with users Twitch handles. This resulted in #MoreBuckets being entered 5,743 times into the chat. A game MVP was also awarded to the influencer who had the most mentions in the chat.
This Under Armour x Twitch activation was a first of its kind in our industry. No other organization like ours has managed to combine the two worlds while integrating a live streaming platform and the results speak for themselves.
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