How does a brand further endear itself to its most loyal fans?
By truly making them part of it.
No one is more loyal to Under Armour than the high school set. To excite them
even further we set out to create an engagement speaking directly to them. Finding Undeniable searched for the school with the most fire and spirit and rewarded them with thousands of dollars of the finest gear and equipment on the planet.
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We started by reaching out (via social media & email) to athletic directors, principals, and students across the country, driving them to a site where they could officially register their school and get started.
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Each school was given a digital home for the course of the engagement, and asked to compete by completing a variety of challenges, uploading content and acquiring votes, all played out on the socially-charged microsite.
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These challenges ranged from uploading a video of an entire student body in action, to something a bit harder – like getting a shout-out from a pro athlete. An open challenge let schools do thier own thing to wow their fans.
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A leaderboard kept score and motivated entire student bodies. Weeks of work came down to the crowning of a winner during halftime of the Under Armour High School All America Football Game - live on ESPN.
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The first year’s winner - a large school in New Jersey. Year two, a scrappy underdog from Georgia. The Finding Undeniable program is still going, searching for Undeniable hockey teams in Canada.
We started by reaching out (via social media & email) to athletic directors, principals, and students across the country, driving them to a site where they could officially register their school and get started.
Each school was given a digital home for the course of the engagement, and asked to compete by completing a variety of challenges, uploading content and acquiring votes, all played out on the socially-charged microsite.
These challenges ranged from uploading a video of an entire student body in action, to something a bit harder – like getting a shout-out from a pro athlete. An open challenge let schools do thier own thing to wow their fans.
A leaderboard kept score and motivated entire student bodies. Weeks of work came down to the crowning of a winner during halftime of the Under Armour High School All America Football Game - live on ESPN.
The first year’s winner - a large school in New Jersey. Year two, a scrappy underdog from Georgia. The Finding Undeniable program is still going, searching for Undeniable hockey teams in Canada.
