Under Armour All-American Game Connects with Teens - Event Marketer

Under Armour All-American Game Connects with Teens

DB_UnderArmour_2015 Ex
Brand: UNDER ARMOUR
Agency: INTERSPORT
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2015

It’s tough to connect with teens (to say the least) so Under Armour created a platform that gives its brand, and presenting partner American Family Insurance, access to America’s next generation of high school athletes, their parents and their fans.

The Under Armour All-America Game gathers the country’s top football players for a one-time contest between teams outfitted head to toe (naturally) in Under Armour gear. This year, the brand transformed the one-time event into a year-long local and national engagement that featured a grass-roots tour to more than 90 high schools and pre-game content broadcasts across partner ESPN’s network of channels. At each tour stop, selected players were recognized and presented an honorary game jersey at school rallies; ESPN.com and Rivals.com traveled with the tour to produce content and coverage of each event.

A new Game Week skills camp called the Under Armour Elite 50 Underclassmen Experience gave key media, bloggers and fans a deeper look into the future of the Under Armour game and college football while also giving the chosen athletes a better sense of the brand that is bringing them the opportunity to play.

By the time the last pass had been thrown, the program had generated nearly 200 million impressions and more than one billion unique views across more than 600 broadcast, print and web placements (we’re talkin’ a cool $1.6 million in media value, people). The brand also earned 3,000 new Twitter followers and 6,000 new Instagram followers, thanks in part to a dedicated social media lounge where players were encouraged to post photos. Set, hut!

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