Agency: Crispin, Porter + Bogusky
Client: Under Armour
Campaign: Maryland 42
Delivered: Social Campaign
Under Armour wanted to give away tickets to the first University of Maryland basketball game played at the Barclays Center. But instead of just giving the tickets away, we decided to create a scavenger hunt that required people to travel back in time to find the ticket’s location. To start the hunt we posted old photos from Brooklyn’s past with clues to where the modern day location might be. With each new clue our Instagram following began to grow and we unlocked even more ticket locations. To award our followers we posted UA brand ambassadors at each clue location to hand out the tickets and free UA swag.
In just a few days we increased our Instagram followers by over 100% and our time-traveling giveaway was picked up and ran by several colleges around the East Coast including the University of Maryland.
On game day we used high-pressure, water hoses on the sidewalks leading up to the Barclays Center to “green” stencil UA messages to sports fans.
