6 ways Amazon struck a chord at NewFronts

The International Advertising Bureau (IAB) NewFronts in New York City is the largest digital market event that connects brands to content. For Amazon, the stakes are as high as the tallest skyscrapers. Find out how Amazon makes sure that its NewFronts rating stays “fresh” and media buyers keep buying.

Through every attendee touchpoint, Amazon created a story that took guests on a 24-hour journey, illustrating all of the places we are connected (through Amazon) during our daily lives — from shopping, entertainment, sports, self-care, business, and more.

A cohesive story weaved its way through the experience

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Case study

Courtnee LeClaire, CMO @ OwnBackup

Courtnee McClaire, CMO @ Ownbackup

Emmanuel Gotsis, VP of Global Experiential @ OwnBackup

6 ways Amazon struck a chord at NewFronts

Amazon used a minimalist stage design that utilized LED up-lighting, encompassing warm to cool colors, representing the change from day to night as the audience journey continued through its “24-hour” experience.

The stage design subtly immersed audiences in a day-to-night setting

With a multi-generational audience, how do you create a sound that will be music to everyone’s ears (while also paying homage to the prestigious venue you are in)? Amazon hit the right note, and created an empire state of mind, by treating its attendees to live, orchestral renditions of hits by New York artists such as Alicia Keys and Biggie Smalls.

Music crossed genres and generations

Keynote speakers were a mix of Amazonians (what they call Amazon employees) and executives, along with A-list entertainers who grew their brands through Amazon's digital media platform.

Multi-talented talent took the stage

Amazon streamed its NewFronts show on both the IAB NewFronts website and the Amazon Ads website, extending its reach well beyond those who were able to attend in person.

A full-stream-ahead experience

Tracee Ellis Ross Actress and cosmetics entrepreneur

Martha Stewart Publishing mogul and business expert

T-Pain Grammy-award-winning rapper, production innovator, and twitch personality

As attendees walked the halls, LED-lit walls showcased scenes from New York, old and new. This represented the event’s thematic inspiration that our daily lives are like a symphony, while also paying an homage to New York City and David Geffen Hall in Lincoln Center.

The story began before you even entered the auditorium

Amazon NewFronts stage with audience. Martha Stewart on large projector presenting to the audience.

Tracee Ellis Ross Actress and cosmetics entrepreneur