New Era : RivalsLive
New Era, the official cap of Major League Baseball, wanted to play a cultural role for fans during the MLB playoffs. We created an online destination that went live with real-time video for five days during the opening week of playoffs, when games were being played every day. Comedy improv actors Matt and Kurt wore rival team hats during each episode, representing those teams for their fans.
Twitter was used as a voting platform for fans to choose hashtag challenges for Matt and Kurt to perform. With only the title of each stunt revealed as hashtags, it created anticipation for what the actual challenge would be.
Things like #sweatbelly, #saltines, #plucked, #waxed, #grounder, #slider, #makeover, #dugout, #pinchhitter and #atomicwedgie, among others.
This video was created as a promotional piece, running on MLB.com during the run up to the playoffs.
And yes, someone’s back did end up getting shaved.
- Paul Corrigan, creative and design direction
- Aaron Cathey, copywriting
- Adam Elwell, design
- Joe Cox, social strategy
- Adam Forstadt, Paul Hogan, directors