Under Armour

Steph IQ

During the 2018 NBA Playoffs, Under Armour wanted to promote their signature Curry shoes, but needed a way to do so in highly cluttered market. We decided to make Steph Curry the key to unlocking an urgent experience.

We launched Steph IQ - a world first custom-built, real-time mobile trivia game tied directly to the in-game performance of Stephen Curry - on behalf of Under Armour.

Steph IQ activates in real-time each Warriors Playoffs game, in the moment Steph connects on his first three-point shot. It is the first-ever mobile game triggered by an athlete’s live performance and that marries the physical and digital experience of watching a sporting event. 

A series of 8 multiple choice questions get harder as the game goes on – asking questions focused around the Bay Area, Stephen's rookie season, epic playoff performances, sneakers, and more. The game is hosted by one of the internet’s most influential basketball personalities, Bdot, and winners are eligible to win such prizes as Playoffs game tickets, the latest colorways of the Curry 5, and up to $10k in Under Armour store credit.

Participants spent an average of 40+ minutes in the trivia experience

Earned 834,000,000 social media impressions

Earned 278,000,000 PR impressions