The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Curry Brand - All-time 3-point Record 2974

Winner in Sports

Entered in Integrated Campaign

Objective

How do you celebrate the guy who Changed the Game and is about to become the all-time 3-point record holder? First you count up to the moment (3-pointer number 2,974) with spots that drop as Stephen gets closer to breaking the record and then you drop a spot in real time when he breaks it. When a record like this is broken, it’s more than just a new number. It’s a cause for celebration and a chance for everyone to raise our game and impact others. Along with each of these 4 spots (3 “count ups” and the final record breaking video) a giveback component was tied in to align with our brand mission of Changing the Game for Good. Once you Change the Game for Good, it's time to Change the Metaverse for GOOD...

Strategy

THE COUNT UP:

As Stephen Curry shot his way closer to 3-pointer number 2,974 we counted up to the moment with social assets that dropped when he was 45, 30, and 15 3-pointers away from the record and then a spot that dropped in real time on broadcast and social when the record was broken. In alignment with our mission to “Change the Game for Good” we tied giveback moments to each of these 4 assets. The giveback components included: 45 basketball registration fees for kids through Every Kid Sports, support of 30 basketball programs in each NBA city through a partnership with Good Sports, 15 coach training workshops with Positive Coaching Alliance, and 3 new basketball courts in Oakland, Charlotte, and NYC. 

 

CHANGING THE METAVERSE:

Following Stephen's record breaking 3-pointer, we dropped the first "wearable" cross-platform NFTs for users of Decentraland, Gala Games, Sandbox and Rumble Kong League. Aligning with our mission around Changing the Game for Good, All of the net revenue from primary sales of these first-of-their-kind NFTs were donated to organizations that support access to sport, including providing access to programs, coaching development, safe places to play, and equipment and gear – all of which can act as barriers to performance. Bringing the joy of sport to kids across the globe is something that is near and dear to Curry and is the founding purpose behind Curry Brand.

Results

In collaboration with Decentraland, Gala Games, Sandbox, and Rumble Kong League, we successfully built and deployed the first true cross-platform Metaverse NFT wearable.

PRIMARY NFT SALES

 

SECONDARY MARKET SUCCESS

 

EARNED MEDIA

Media

Video for Curry Brand - All-time 3-point Record 2974

Entrant Company / Organization Name

Under Armour

Links

Entry Credits