November 7th 2013

One Net Studios’ Hipster Bait Project Wins $10,000 Pitch CMPA 360 Award at 2013 Merging Media Conference

Image Beth Parker

WE WON!

Yesterday, One Net Studios took the first place prize of $10,000 at the fourth annual Merging Media Conference in Vancouver.

The two-day event (November 6-7) features the cutting edge of global cross-media innovation and attracted speakers and contestants from across Canada, the US, and Europe.

Merging Media showcases creative and technological projects, including interactive apps, video games, graphic novels, and boundary-pushing media designed to combine real-life interactions with digital channels.

Nicole Sorochan (our Creative Director) and Michael Tension from Tension Creative took to the stage in front of a panel of international media heavyweights.

They pitched One Net Studios' Hipster Bait, an interactive geo-caching music discovery game designed to help indie bands distribute their music outside the traditional boundaries of digital distribution and record labels.

Hipster Bait was one of the twelve cross-media projects from Canada (5), France (3), Sweden (3) and the UK (1) presented to a jury of 6 international and Canadian industry leaders.

In the end, we took home the $10,000 CMPA Pitch 360 Award for Best Cross-Media Project.

BAIT A HIPSTER. BRING BACK ROCK & ROLL.

Hipster Bait is an interactive geo-caching music discovery game designed to help bring back rock & roll, one hipster at a time.

It combines cross-channel media including an interactive website, physical cassette tapes, geo-caching, video, and gamification.

To attract hipsters and help them rediscover rock, creators Nicole Sorochan and Michael Tension decided that torrents and digital downloads were not the path forward. They needed something so old, it was new.

One Net Studios created 990 "bait cassette tapes" loaded up with a secret unsigned indie band. Each cassette has a unique cover design (990 unique cover designs in total!), unique story, and unique URL that explains the meaning behind the individual design.

In other words, 990 unique tapes, 990 unique hidden locations, and 990 individual webpages.

The team has been visiting select North American cities, hiding the first batch (we won't tell you how many).

WHERE COULD YOU FIND ONE OF THE 990 CASSETTE TAPES?

We can't say. But we'd suggest starting your search at well-known hipster hideouts such as coffee shops, wine stores, and moustache bars.

Once a cassette tape is found, the hipster can go to that unique webpage for the cassette. They can then create a player account, watch the music video, and re-hide the tape in their city.

All of the found tapes are displayed on an interactive map with geo-coordinates, combining geo-caching with physical music discovery.

COMING UP WITH THE IDEA

"The idea came from a dissatisfaction with rock and roll today. It's not exciting enough. Most of the discovery is done online. You don't discover a band at a punk show anymore, you find it through iTunes or SoundCloud," says co-creator Michael Tension.

To tell this story, Nicole Sorochan came up with the idea of baiting hipsters offline rather than online.

Hipsters, while very influential in making indie bands popular, are a walking contradiction. On the one hand, they rebel against the plugged-in life, favoring typewriters over laptops, acoustic guitars and hand-knitted sweaters, bands with accordions rather than screaming guitars. On the other, they take Instagram photos of life's minutiae and are more likely to follow an indie band on Twitter than see them live at a venue.

The idea was to combine new media with analog media, says Nicole Sorochan. "We figured that we needed something so uncool and dated—like an old cassette tape—to attract our audience. Something so old, it was new."

THANKS TO OUR CO-CREATORS!

Charles Neigum for back and front-end development.

Tension Creative for graphic and website design.

ABOUT ONE NET STUDIOS

One Net Studios is the transmedia division of One Net Marketing. We use cross-media storytelling, interactive development, code and creativity, to help entertainment brands and publishers reach audiences online and offline.

We are based in Victoria BC. Email nicole@OneNetMarketing.com for more information.

Categories: ALL, Transmedia

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