Under Armour and RED Interactive Agency have collaborated to create an interactive Cam Newton game for SnapChat.
Roni Sebastian, Group Creative Director at RED Interactive Agency gives DIVERGE some insight.
Where did the concept for It Comes from Below come from?
Through our partnership with Under Armour, we knew they were strategically emphasizing footwork in their new global brand campaign, hence the campaign tagline “It Comes From Below.”
While this provided a messaging platform through which they could promote their footwear line, we were charged with developing a meaningful customer experience with the Under Armour brand, not with pushing product. The forest run idea came about as a way for fans to virtually experience the brand promise for themselves (as Cam Newton). And as one of the first interactive games on Snapchat, the game play needed to be intuitive and familiar, but also fun and challenging. We still can’t stop playing it ourselves!
Have you worked on similar campaigns before?
Every campaign we work on is similar in that we keep a strong focus on how the customer experience is valuable for both user and brand. While every campaign opportunity manifests in different expressions, we have found that games can serve to extend and deepen a brand story. Notable examples include the Sky Whale game we created to be featured in Nickelodeon’s Game Shakers and the Slippin’ Jimmy game we created to promote AMC’s Better Call Saul.
Is this a new advertising trend you foresee? Why or Why not?
Absolutely! As brands continue to compete for mind share, it’s paramount that every expression delivers value of some kind, be it utility, information, education or entertainment. Capturing a consumer’s attention and offering a satisfying experience can really elevate perception and consideration metrics. Mobile games aren’t right for every brand, but in some cases they can really deliver a lot of value in a short time.
What type of feedback have you received from the game?
Anecdotal feedback has been overwhelmingly positive and also judging by our analytics, the game has been a big success. We strived to create a game that was fun and simple for first-time users to enjoy, but also challenging and addictive so they’d want to keep playing and sharing. Time spent in the game and share rates were incredibly high for branded content, both strong indicators that we created a meaningful customer experience.
Why did you use SnapChat to feature the game?
The platform’s popularity among Under Armour’s target audience of young males is significant and their targeted ad-serving allowed us to key in the sports fan sub-segment. And while the game could have been hosted anywhere, containing it within Snapchat was more disruptive (in a good way) and attention-grabbing.
How important is diversity in ad campaigns, specifically this one?
Understanding our audience is critical to our success. We want to be sure that we’re not just talking to ourselves, so audience insights inform all our campaigns. With that in mind, diversity is important to our approach but also in how we consider who we’re serving. And our team is comprised of a diverse range of age, culture, background, experience and professional discipline to make sure we’re well-rounded in our thinking.
