Sheraton Hotels NCAA Virtual Wave

Client: Sheraton Hotels
Role: Creative Direction
header was launched for the men’s NCAA basketball tournament to announce that Sheraton was the official hotel sponsor of the NCAA.

Internet Advertising Awards – Best Rich Media Advertising Campaign
WebAwardsStandard of Excellence
Featured on CBS Sports Final Four broadcast

It was created in collaboration with Avenue A/Razorfish and created the first-ever online version of the wave by linking hundreds of video clips of individuals doing their version of the wave that was played one after another to create a virtual version of the wave.

The world’s first virtual wave

The video could either be uploaded to the site or fans could use their webcams to record and edit their version of the wave in real-time to the site once the video information like city, state, and college allegiance was added. Fans could then search through all the videos to create their own version of the wave that could include their favorite college and they could post their custom wave on their blog, MySpace page, or personal Web site. To increase the competitive nature, a scoreboard tracked the schools with the most video submissions. Fans who uploaded videos were entered into sweepstakes, and the winners received two tickets to the 2009 men’s semi-final basketball tournament.