July 18, 2013

Quiksilver Crowd’s Call Wins Social TV Award

Quiksilver was declared the winner of the “Best Online Video Social TV Award” at the Social TV Awards in Los Angeles! Creating a global first for surfing, media partner iPowow’s real-time participation platform integration into the 2013 Quiksilver Pro Gold Coast, beat PGA Championship by Turner Sports, Oxygen Media, and Univision in the category. The caliber of other entries at the Social TV Awards included NBC Olympics, Grammy’s Live – CBS Interactive, and Superbowl XLVII – CBS Interactive.

Branded as the “Crowd’s Call”, viewers of the webcast were brought closer to the action and were able to participate in real time with the broadcast. Viewers interacted via the iPowow embedded widget on PC or via smartphones by accessing the Crowds Call URL – crowdscall.com. A special thanks to our sponsors of the platform which included Weet-Bix, Up&Go, as well as Roxy.

From Mark Warren, Quiksilver Broadcast Executive Producer: “Following in our tradition of creating ‘Firsts’ at Quiksilver, iPowow’s “Crowds Call” allowed us to embrace our broadcast audience like never before. At the Quiksilver Pro Gold Coast in March 2013 for the first time ever in surfing history, the audience not only selected the participants in the “Quiksilver Original Boardshorts SuperHeat” but also judged the result, live. No officials, just the viewer giving their opinion. And, guess what? A woman won. Stephanie Gilmore – voted the best over California’s Dane Reynolds and South Africa’s Jordy Smith ahead of free surfer Craig Anderson and 1978 World Champion Rabbit Bartholomew.

The level of engagement with our audience was amazing. Together, the broadcast production staff AND the viewer created content together. Our commentators had no trouble explaining the simple way to join in and the global web audience ate it up. We used “iPowow” throughout the 12-day event window, experimenting as we went. Via Social Media people sent us their questions to ask of the wider audience on the web. But bottom line is that the audience want to be involved and appreciate the opportunity to do so. The future potential of such cooperative productions is tsunami sized.”

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