Snapchat users who've come across Under Armour's new interactive game are spending an average of 78 seconds playing, according to early data.
The app's 60 million daily users in the U.S. (and Canada) are able to access Under Armour's It Comes From Below, a game based on the brand's ad campaign from Droga5 featuring Carolina Panthers quarterback Cam Newton, through ads in Snapchat's Discover section. When an ad appears (only U.S. users can see it), users can swipe up and play.
In the first day running ads for the game, Snapchat saw 20 percent of users swipe up. Those who did spent an average of 78 seconds playing the game, and 19 percent of users who played shared the game with one or more friends, per Snapchat.
"Through our collaboration with Snapchat, we were able to best understand their environment, its opportunities and limitations," said Roni Sebastian, group creative director for RED Interactive Agency, the shop behind the game's creation.
Earlier this month, Snapchat ran another interactive game, Gatorade's Serena Williams' Match Point. The company said 16 percent of people who saw ads for that game in the first 24 hours swiped up to play, and those who did spent an average of 200 seconds playing.
Under Armour plans to run the Cam Newton game on Snapchat through October.