New Era: NEW ERA MATT VS KURT LIVE EVENT

Credits & Description:

Advertiser: NEW ERA CAP COMPANY
Agency: BARKLEY
Category: Interactive video
Copywriter: Aaron Cathey
Designer: Adam Elwell (Barkley)
Line Producer: Blair Vance (Barkley)
Developer: Chris Bartak (Barkley)
Chief Idea Officer: Don McKinney (Barkley)
Director Of Social Media: Joe Cox (Barkley)
Technical Architect: Reza Heidari (Barkley)
Director: Paul Hogan (Barkley)
Technical Director: Tyler Vanwinkle
Social Media Analyst: Carolyn Battle (Barkley)
Promotional Content Editor: Dustin Schirer (Barkley)
Social Media Strategist: Eric Miller (Barkley)
Promotional Content Editor: Josh Dubois (Barkley)
Executive Creative Director: Paul Corrigan (Barkley)
Director: Adam Forstadt (Barkley)
Account Supervisor: James Billinger (Barkley)
Line Producer: Michelle Forstadt
Interface Developer: Nate Percell (Barkley)

Brief Explanation
For five days, during the 2012 Major League Baseball Playoffs, New Era engaged fans and exploited rivalries with a live, unscripted interactive web show called Matt vs. Kurt.Each day, Matt and Kurt would wear New Era caps and represent rival playoff teams. Diehard fans and casual onlookers alike tuned in and were empowered to direct the content using Twitter.The unique social voting system utilized hashtags, customizable comments and direct links throughout the social space to create a continuous loop of awareness and organic spread. The result was a truly interactive, unpredictable (and mostly uncensored) live video event.