Code and Theory worked with McCann Worldwide to concept and bring a different kind of Mastercard campaign to life.
The idea was to create a telethon-like experience to help obsessed golfers with their ”addiction.” MRM and Mastercard recruited golf legends Arnold Palmer, David Farrety, Ben Crenshaw, and Spalding from Caddy Shack to take part in the production at Orlando Universal Studios.
Code and Theory knew this had to be a seamless experience, and we were set on doing something that hadn't been done before. Traditionally, most interactive videos resolve with Loops. However, Code and Theory presented the idea of using a 2-camera set up that would allow for wide-angle and tight shots, so that the need for looping would be eliminated. This direction would also be more true to traditional telethon experiences, although it would require a very tight script and a rigorous filming process for all wide and close-up shots.
At the end of production, users were directed to the site where David Farrety, the telethon leader, enticed obsessed golfers to call in immediately. When users would call in on their home or mobile phones, they were prompted to input the unique ID that was presented on their phone. The experience was seamless—what the user heard on the phone was synced in real time to what the users heard on their computer speakers. First-time callers were given a random golf legend, and each celebrity golfer would ask the callers a series of questions to see if they were, in fact, golf obsessed. Code and Theory incorporated voice recognition to confirm the callers’ answers. Callers with the most correct answers in the shortest amount of time were rewarded by being listed on the site’s leaderboard.
Code and Theory’s involvement in this project ranged from strategic and creative consultation, technical direction, design and development.