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MLB The Show wanted to let the fans decide who graced the game’s cover, so we asked the All-Stars to lobby the internet for the honor. And just like that, the MLB Cover Showdown was born.

Through our site, users could vote using Facebook or Twitter. Each vote earned them a virtual seat in their player's stadium.

The site operated like a live polling place. As players got votes, their stadiums filled up with fans’ tweets and posts. The site tracked social stats and aggregated content from the web.

We shot over 40 YouTube videos for the players to release throughout the campaign. This meant we always had something in market to keep fans excited. 

We gave each athlete their own campaign kit with stickers, videos, hashtags, and memes. But it was the fans who made the campaign go viral with content on Twitter, Instagram, and Tumblr.

Lauren Perlow, Sam Bergen

NBC Sports - "You Can Vote for the Cover Boy for MLB ’13 The Show"
ESPN - "CC Sabathia Takes PlayStation on the Road"
ESPN - "Andrew McCutchen joins 'The Show' Vote"
ESPN - "Buster Posey talks 'MLB 13,' World Series"
Yahoo - "Seven of Baseball's Best Compete for the Love of the Fans"
Yahoo Sports - "Bryce Harper Campaigns for MLB 13 Cover With a Good Impression of ‘The Bachelor'"
Fox Sports - "Braun tries for cover of MLB 13: The Show"
USA Today - "MLB The Show 13 Gets Cover Athlete"
Bloomberg - "MLB 13 Cover Showdown Officially Launches"
Bleacher Report - "MLB 13 the Show: Breaking Down Top-3 Vote-Getters for Cover"
SB Nation - "Andrew McCutchen Brings MVP Baseball Back to the PlayStation"
CBS Detroit - "Vote Miggy: MLB 2013 Cover Showdown"
CBS Pittsburgh - "McCutchen Wins Voting Contest To Be On MLB 13 The Show Cover"
Fox Milwaukee - "Ryan Braun One of Seven Finalists for Cover of MLB 13: The Show"
MLB Fan Cave - "MLB 13 Cover Showdown: Vote for Me"
Vin Scully's Homeboy - "MLB 13 The Show Cover - Vote Matt Kemp!"
Complex - "Baseball's Top Players Will Compete for 'MLB 13 The Show' Cover"
The Examiner - "Andrew McCutchen will grace the cover of MLB 13: The Show"
Game Informer - "MLB 13 The Show Declares Its Cover Athlete"