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Yahoo! Internet Week 2012

CHALLENGE

Internet Week is back for its fifth year in New York City, showcasing the newest and best in digital media. Yahoo! tasked us with designing, producing and managing an interactive experience that needed to remain relevant and cutting edge to a tough crowd. Our challenge was to tell a two pronged story that focused on Yahoo! premium content experience and the launch of Genome, a new audience buying solution.

SOLUTION

The footprint was designed to engage both advertisers and consumers. A custom lounge was constructed so visitors could watch programs in a familiar living room setting as brand ambassadors educated visitors on the latest content and the five pillars of Yahoo! communications. Visitors could take a picture in photo experience and pick out a custom frame that put them on the front page of Yahoo! In the Genome lounge, a custom animated video displayed on a large bank of screens demonstrated the exceptional and innovative approach by Genome. Through eight unique personas, viewers saw how Genome determines optimal audiences at unprecedented scale.

RESULT

Visitors were surprised and delighted by the magnitude and diversity of Yahoo! original content and were impressed by the numerous, well-known celebrities associated with the Yahoo! brand. Through the exploration of relevant programs, visitors connected the Yahoo! brand with youthfulness, professionalism and expertise.

• Yahoo! was the top influencer at Internet Week 2012
• The Genome lounge attracted advertisers to the area and facilitated conversations with key representatives
• Advertisers saw how Yahoo! is able to specifically target these consumers better than the competition and offer them premium content
• The photo experience was an asset throughout the week uploading over 200 photos to the Yahoo! Facebook page and was an engaging conversation starter