Yahoo! Newfront
- Advertising Newfront
- Media Buyer Reach
- Steve Aoki Performance
Yahoo's NewFront brought together 1,500 ad-buying attendees at Lincoln Center's Avery Fisher Hall for an evening transforming the home of the NY Philharmonic into a Yahoo-Violet party. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Media
- Attendance
- 1,500
- Location
- New York, NY
- Format
- Live with Broadcast
Services
- Strategy
- Creative
- Production
- Content
- Experiential
- Celebrity Guests
Spin Control
As Yahoo moved deeper into content curation and creation, it became vital to convince advertisers to spend a portion of their budget with the brand. Using a blend of Yahoo's celebrity roster (including Simon Cowell, Naomi Campbell, Joel McHale, Michelle Rodriguez, and Katie Couric), cutting-edge music from DJ Steve Aoki, and a super hip video style, Yahoo set out to earn the attention and support of potential ad buyers at the NewFront.
A Lincoln Center Takeover
New York's Avery Fisher Hall, home of the NY Philharmonic, was transformed into a Yahoo-Violet party that could rival any of downtown's hottest clubs, with even Lincoln Center's iconic fountain spraying Yahoo-colored water. The show kicked off with a 24-foot high projection wall that rotated 180 degrees, spinning Steve Aoki onto the stage to a flash of lights and pulsing video for an incredibly energetic open. The moment tied directly into content, as Simon Cowell came out next to announce Aoki would serve as a judge on Ultimate DJ, his new Yahoo show.
A Host Takeover
Community star Joel McHale "surprised" the Yahoo executives by emerging from the audience with hilarious questions, then pulled out a handheld mic and took over as host, thanking Yahoo for picking up Community from NBC. Yahoo executives went on to introduce a slate of new programming including Riding Shotgun With Michelle Rodriguez, during which the Fast and Furious star rotated onto the stage astride a Ducati motorcycle. Additional cameos from Katie Couric and Naomi Campbell promoted their own Yahoo partnerships.
The show kicked off with a 24-foot projection wall that rotated 180 degrees, spinning Steve Aoki onto the stage to flashing lights and pulsing video.
A Cozy Close
The show ended with our turntable spinning Joel McHale and Yahoo CEO Marissa Mayer onto the stage, cozily seated on a couch, to personally invite the 1,500 ad-buying attendees to the after-party, where Steve Aoki returned for an exclusive set. Press coverage echoed the energy, with Variety noting that Yahoo "unveiled a fresh slate of original programming," and the Huffington Post writing that "you have to give Yahoo credit for figuring out how to make a splash."
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