Under Armour Leverages IMG Partnership For New Facebook Game
Under Armour's deep collaboration with IMG has been extended to Facebook with the brand's launch of a new scavenger/sports trivia game called Footstep Frenzy, which awards the winner with a weeklong stay at IMG Academies Sports Training Camp in Florida. Another example of a major athletic brand piggy backing on two hot trends, social media and gaming, to supplement traditional ad campaigns.
The new game is part of the company’s “Footsteps” campaign, which will also include television, online and print ads.
“This is our biggest footwear campaign, and when you see it you know immediately that it is Under Armour,” said Steve Battista, Under Armour’s vice president for brand told the New York Times. “It’s a metaphor for athletes tackling their goal.”
The game only lasts for 10 days so check it out at http://apps.facebook.com/uafootwear/.