Contagious Insight /
By appointment / The mechanics of Steph IQ are similar to those of the popular HQ Trivia app. The HQ Trivia game has achieved cult status among young people, with more than 5 million downloads since its launch in August 2017. As we outlined in our coverage (paywall), the appeal of the game is the ‘by appointment’ format, as it goes live only twice a day for about 15 minutes.
Steph IQ replicates that same thrill and excitement for users. ‘We knew that an appointment-based mobile application would increase urgency and inspire the target audience to both play Steph IQ and seek out the Curry 5,’ Nikki Shum-Harden, SVP of client partnerships at RED Interactive, told Fast Company.
For more on how marketers can incorporate digital urgency into their campaigns, read our trend on the topic (if you're a Contagious I/O subscriber).
Undivided attention / According to a recent Adobe Digital Insights report, almost half of internet users (45%) are likely to reach for their devices during commercial breaks from sports programming and 36% do so while they’re watching sports.
Steph IQ gives consumers a reason to engage with the brand in its own space. ‘Steph IQ is one of the first ever mobile games triggered by an athlete’s live performance that marries the physical and digital experience of watching a sporting event,’ Jim Mollica, Under Armour’s head of global consumer engagement and digital marketing, told Fast Company. ‘We’re using technology and trends in consumer behavior to elevate the dual screen viewing habits and the way fans tune in and engage with Curry’s performance.’
