After a year of unprecedented challenges, solo miles, and cancelled races, runners have had to dig deep to find motivation to get out the door. Without training partners and group runs, it would be easy for many runners to let their shoes collect dust as they adapted to new routines, new challenges, and a new way of living during a global pandemic.
And despite all this, runners kept running.
The resilience of the running community was stronger than ever in 2020 as runners across the country found creative ways to connect virtually and to continue to log miles for their physical and mental wellbeing. In fact, we’ve seen active workout users of MapMyRun grow by +51% year-over-year. Workouts logged in the app grew +47% from 2019 to 2020, and we have exceeded previously held records for the number of workouts logged in a day, hitting an all-time high on May 4, 2020.
As a way to acknowledge and celebrate the resilience of dedicated runners who have endured a strenuous and uncertain year, Under Armour has created a special challenge with an exciting prize, designed to promote community, inspire runners to find their flow state, and give them something to look forward to for when it is safe to travel again — the UA Flow State Challenge.
UA's Flow State Challenge was concepted by Under Armour's Global Content & Media Team, but spanned over many cross category groups. We integrated the challenge with our MapMyRun App. Our CTA to consumers was to download the Map My Run app, log miles, and 3 lucky winners will win the trip of their dreams.
The launch video announced the challenge and feature influencers sharing the participation details and inviting the community to chase their flow state in the pursuit of their perfect run. The social-first video, incorporating a mix of UGC and UA design GFX, showcased the beautiful places running takes you, tease the content to come, and get runners dreaming about the ultimate prize of winning a unique run experience anywhere in the world. To develop this launch video, we had a compeletely virtual shoot with 14+ global athletes and influencers.
In addition to our launch video receiving paid dollars to drive users to the challenge, we asked our UA roster of runners and influencers to create their own UA-branded content to tell their followers about our MMR Challenge. To do this, they’ used our FLOW AR social lens across Instagram and TikTok that we deveolped with our agency and Meta. Useable in selfie and 3rd person view, runners can gamify the pursuit of speed and their Flow State with visual indicators of movement and velocity. When runners finish their run, they'll have a trail of augmented reality 3D rings that represent their journey to their Flow State, ideal for an over-the-shoulder selfie at the end of their run.
We worked with a sweepstakes agency to fulfill our prizing, and handle the write-up of all rules and legalities. The prizing of The Flow State Challenge, was the chance for 3 randomized winners to win a premium running trip for 2 to a location selected by Under Armour.
Influencer Activation-
Flow State Challenge Launch Video
MMR Challenge
Flow State Filter
· Our Flow State Filter has generated 392,800 impressions, 6,500 opens and 350 total shares.
· Our Flow State Filter has been used approx. 55% from Men and 45% from Women.
· Top countries who have used the Flow State Filter: US, Israel, UK, Germany, and Ireland.
