Under Armour x Cam Newton Snapchat
One of the very first branded Snapchat games — a third-person runner featuring Cam Newton, built to promote Under Armour's new shoe line. 20% engagement rate, 2M+ plays.
The Brief
At RED Interactive, our team built one of the very first branded Snapchat games for Under Armour. It was a fun learning process and huge cross-team effort.
Role
Creative Direction, Design Lead, Motion Design
Process
We started with a rough storyboard and a few images from the video spot shoot from Droga5. We came up with a third-person runner game concept that features our hero, Cam Newton, running through the woods. The game aimed to build excitement around Cam Newton's new shoe and campaign while letting fans interact with their favorite athlete.
I led the experience design of the UX and UI. It was intended to be very minimal and intuitive so that the content and the game are the heroes.
Results
- 20% engagement rate
- 2 Million+ total plays
- 78 seconds average play duration
- 941,500 potential total impressions during launch week
Team
Roni Sebastian, Andrew Dowis, Adam Lovell, Zach Glass, Allison Kahan, Marc Yates, Tony Kanell, Ron Jensen, Justin Feinstein, Taylor Grant, Sam Schoenholtz
