Online chatter about Curry spiked while he was actually playing, so we knew people watched while cruising social media on their phone. All the hype was focused on his three-point shots, each one becoming its own in-game event. So we hijacked the mobile experience to turn Curry’s biggest moments—his threes—into Under Armour moments, too.
Every single time Curry hit a three during the 2016 playoffs, we tweeted a new three-second ad starring Curry right as the shot dropped, linking his incredible on-court performances with Under Armour in real time.
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