Baltimore and Brooklyn share more than an East Coast location. Both have an undying love for their sports teams and have experienced the heartbreak of losing their home teams to other cities. But neither has lost its swagger. Under Armour's University of Maryland uniforms were a way to pay tribute to that past and connect the two cities. #Maryland42 was the first social media gamification to use photo mapping and Instagram to blend past and present into a mobile scavenger hunt. Old photos and clues were streamed on Under Armour's Instagram account and tweeted. As each marker we placed was discovered, fans were rewarded with a pair of tickets to Maryland vs. Kentucky, the first college game to be played at the new Barclay Center.