Why Brands Like Under Armour and Gatorade Are Making Immersive, Interactive Games

Experimenting to get consumers' attention

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It's no secret that brands are having a difficult time getting consumers with ever-shrinking attention spans to focus on, never mind notice, traditional advertising. But some marketers, including Under Armour, Gatorade and Warby Parker, may have found a solution by way of gaming.

Last week, Under Armour became the latest marketer to experiment with an interactive game on Snapchat's Discover. It Comes From Below, from RED Interactive Agency and Droga5, turns players into Carolina Panthers quarterback Cam Newton where, with some fancy footwork, they dodge obstacles in a forest.

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