Under Armour is taking an innovative marketing approach during the NBA Playoffs. Piggybacking off the second-screen habits of NBA fans, the sports apparel maker is featuring its most high profile endorser, Steph Curry of the Golden State Warriors, in a real-time trivia game  Steph IQ.  The competition mirrors the popular real-time mobile trivia app HQ, which pits 2 million users against each other for a chance to win cash prizes. UA hopes Steph IQ can enhance its brand engagement and awareness in a competitive sneaker market dominated by Nike and Adidas.

The trivia game launches after Curry hits a three-pointer when people, who have theSteph IQ app, will get a notification to join the game. Users will then have 10 seconds to correctly answer 8 multiple choice questions to win prizes including a pair of Under Armour Curry 5s or $10,000 in Under Armour store credit.

The launch of Steph IQ was delayed due to Curry missing the first round of the NBA playoffs due to injury. However, he recently made his return to the Warrior lineup and the hype surrounding this could bring more attention to the game. Curry is one of the most popular athletes in the world and the Warriors are primed to make a deep run in the playoffs. There will be a lot of eyes and potential players for Steph IQ. This is critical as Under Armour posted a $30.2 million loss in the first quarter 2018.

“Steph IQ is one of the first ever mobile games triggered by an athlete’s live performance that marries the physical and digital experience of watching a sporting event,” says Under Armour’s head of global consumer engagement and digital marketing Jim Mollica. “We’re using technology and trends in consumer behavior to elevate the dual screen viewing habits and the way fans tune in and engage with Curry’s performance.”

Download Steph IQ here and play along during the playoffs.


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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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