With the NBA playoffs in full swing, Under Armour is looking to capitalize on Stephen Curry’s uncanny ability to shoot from the three-point line. Every time the Golden State Warrior’s point guard shoots a three-pointer, Under Armour will air a new three-second ad featuring the star on their basketball-specific Twitter feed.

The concept started to take shape as Curry approached the record for most three pointers scored in a single season. Finishing the regular season with 402, he destroyed the previous record (his as well) of 286.

“I think brands are starting to understand that the opportunity to engage with individuals has to be quick and to the point,” explained Ivan Pehar, a senior account executive at Twitter Canada.

Web services like Twitter have completely changed the landscape of advertising, especially due to the real-time aspect of the social network. Fans flock to Twitter during sporting events, and finding a way to drive as much traffic possible to a Twitter feed is something most companies are heavily invested in.

With advertising costs for large sporting events at an all time high, businesses need to find other ways to reach their demographic. According to CBS, a 30-second ad for the 2016 Superbowl was worth approximately $5 million. By building a solid Twitter following, businesses can reciprocally interact with their users for a fraction of the cost.

“It’s content that’s created for a mobile-first experience, where you’re not just adapting traditional media, but actually creating custom content…” says Pehar. “I think that’s something where we’ve really seen a huge shift in the last year.”

Twitter allows for flexibility in terms of the kinds of content businesses’ can advertise with. Advertisements are no longer defined by the confines of traditional media, as there are countless ways to interact with consumers online. It has a more personal feel to it, which is something people respond to.

“When you marry the real-time aspect of Twitter with great content, you get [the] perfect storm,” says Pehar.

While Stephen Curry is currently recovering from a minor knee injury, he and the three second advertisements are expected to return shortly. See below for some of the already released advertisements:

 

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