New Balance brand Brine's mobile application Shootout 2 follows the success of its predecessor and uses 3D graphics and more intense gameplay for a compelling brand experience.
The lacrosse products brand worked with ad agency Young and Laramore on Shootout 2 with the goal of including more venues and added features. The complete redesign will likely attract Shootout fans and entice them to bump up their Shootout experience using virtual Brine gear.
We wanted to create something beyond simply mobile advertising to a more branded experience that puts Brine’s products into players’ hands even when they’re not on the field,” said Bryan Judkins, principal and creative director at Young and Laramore, Indianapolis. “With Shootout 2 we wanted to build on the success of the original Shootout by creating a more compelling experience, one with 3-D graphics and more intense gameplay.”
Shootout was released April 2012 and garnered more than one million plays during its first three weeks of availability. Today, the game has been playing six million times by its 250,000 owners.
The flick lacrosse game features all new 3D graphics and seven new playing levels. Users can warm up in the backyard and get ready for high school, college, pro and all-star levels. Two new bonus levels called Street and Space take the game to new venues.
The game also has new background music to kick users’ adrenaline.
When users are playing the game, they can unlock Brine gear, such as the Clutch III head and King Magnum 170 handle to conquer challenges.
There are six new power-up features that users can play to unlock, such as cutting opponents down to size with a shrinking tool and stopping them in their tracks with the freeze tool.
Shootout 2 became available August 14 for $.99 on iOS and Android devices. Shootout and another Brine gaming app Hotshot will remain available on app stores.
Taking sports games to mobile has shown to revolutionize the sports industry.
ESPN Fantasy Football is returning for its 19th season with an updated app that allows fans to interact more than ever as they create leagues, manage teams and participate in mock drafts.
The free app, compatible with iPhone, Android and Windows Phone devices, also provides fantasy players with alerts regarding scores, trades and news and other features while allowing them to view and post messages to league message boards. The app underscores mobile's suitability for keeping the experience fresh for fans and for delivery of sports content (see story).
In July, Sports Illustrated unveiled FanNation, a free mobile application for daily fantasy gameplay available on mobile devices and the Web.
The unit of Time Inc. partnered with TopLine Game Labs to create the app, which features a suite of daily games devoted to baseball, football, basketball and hockey and allows fans to compete for bragging rights and cash prizes. The app, available from the Apple app store, and on desktop, comes as sports fans of all stripes increasingly access mobile devices to heighten their sporting event experience (see story).
Shootout 2 unites lacrosse fans in particular to promote Brine products and build brand awareness.
“Lacrosse fans are an engaged base, they are passionate about their sport and are thrilled to share that fandom with others,” Mr. Judkins said. “We want to capture that and harness it into brand advocacy for Brine.”
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York
Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at email@example.com.