Creative in association withGear Seven

Somewhat Launches New Era Digital Campaign

It is the first campaign of this kind for the brand in Europe


International lifestyle brand New Era unveils mobile app New Era Cube this week in the brand's first digital push, devised by London agency Somewhat.
The Cube is a digital platform aimed at engaging a young, fashion and technology savvy audience, with the intention of raising brand awareness of New Era across European markets through social experience and digital innovation.

“For the Cube we created an interface that hasn’t been seen before. It’s controlled by your movement and touch. And we made a big virtual world of New Era content that can be accessed via a smartphone” says Jon Carney, Managing Partner at Somewhat. “This is a very high tech app, but with a slick user experience, so it just feels like fun.”
The app, available on iPhone and iPad, is divided into six areas – STREET STYLE, GIF BUILDER, COLLECTION, HERITAGE, GAME and SOCIAL – each represented on one side of the cube.
The latest season's New Era caps can be discovered in COLLECTION, and users can take a journey back into the rich history of New Era, dating back to the 1920s, by browsing through the HERITAGE interactive timeline.
The GAME dimension drives fans to visit New Era retail partner stores where they can play retro football by scanning their device over an authentic Raiders cap or New Era logo on shelves in-store.
Encouraging fans to create and share throughout the app is key, with STREET STYLE linking to the brand's Tumblr, where users can browse and share photos and gifs created by up-and-coming fashion photographers Claire Pepper, Alex Brunet and Jens Kaeseman in London, Paris and Berlin, as well as creating their own work in the GIF BUILDER. All content is easily uploadable to Facebook and Twitter (#neweracube) and these social media channels feed back into the app, keeping fans updated with exclusive new content.
Matthew Griffiths, Marketing Director New Era EMEA said: “Bringing New Era alive with digital innovation is a perfect match for New Era consumers and this is a major initiative for New Era becoming a leading digital-marketing brand.”
6th September 2012 is the official app launch date, with a press briefing at Soho House from 1pm followed by a launch party at the New Era London Brewer Street Store as part of Vogue's Fashion Night Out.
Creative Director: Jon Carney
Art Director: Callum Bain & Matilda Dackevall 
Strategy Director: Thea Frost
Creative technologist: Cas Lemmens
Copy Writer: Thea Frost
Producer: Lana Elie
Planner: Yolanda O'Leary