July 7, 2011
Yahoo! tapped Seattle-based Beyond Traditional for the launch of its Yahoo! Studios at Internet Week in New York City recently. Yahoo! Studios is the production arm of the No. 1 provider of original Web content but even the parent company has little-to-no brand recognition.
In response, Beyond Traditional created visual road blocks both inside and outside the venue’s footprint that encouraged conversation, participation and everyone’s favorite takeaway—free food!
As consumers and street traffic approached West 18th Street in Manhattan, they were immediately drawn into the experience. The top dessert-food truck in NYC became the Yahoo! Studios Sweet Stop Truck and as guests waited to receive their free treat, they were engaged by video kiosks and through an interactive step–and-repeat wall were able to capture the experience through Facebook uploads.
Inside the event space, guests could view Yahoo! Studios content on interactive kiosks and a large video wall and witness celebrity-centric Webisodes being taped live. A taping for The Thread, a fashion show, featured live interviews with Khloe and Kourtney Kardashian.
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