Under Armour, in partnership with digital agency partner Red Interactive, invited fans of Golden State Warriors star Stephen Curry on a one-day digital scavenger hunt to support a special edition of the brand's Curry 4 basketball shoes.
Fans using their mobile devices were first invited to participate in the digital scavenger hunt via UA Basketball’s Instagram page to download a unique QR code to receive an interactive map of the Bay Area.
Fans were then able to zoom and pan around this map to locate hidden drop sites where drones would deliver branded merchandise, including autographed pairs of the Curry 4. They were then encouraged to tweet about their gifts via the #DroneDrop hashtag.
Fans outside of the Bay Area were also able to get in on the action, with hidden prize markers scattered throughout the digital map enabling them to enter a sweepstakes for UA merchandise.
The drone drop was a first for Under Armour.