Amazon NewFronts

Amazon Stuns at IAB NewFronts

The IAB (Interactive Advertising Bureau) NewFronts gathers media buyers for a week of digital content and inventive ad offerings from the biggest names in media and entertainment.

The Global Strategic Events Team challenged Freeman to design an experience that pushed the brand’s presence while spotlighting its always-on premium content, enhanced streaming capabilities, and innovative ad tech.

The ask? Create and produce a wildly entertaining presentation that reinforces Amazon as the streaming TV leader, offering media buyers and brands a unique one-stop shop for reaching key audiences. The show must convey the “One Amazon” advantage by showcasing an array of offerings.

Solutions

So how do you tell a compelling story with all these moving parts that truly wows? Design a first-of-its-kind “One Amazon” variety show featuring comedic performances and skits, live music and dance, engaging on-stage vignettes, games, and surprise celebrity guests.

Working closely with Amazon, our team designed, scripted, and directed the entire production with the perfect host who connected each piece seamlessly for a captivating experience.

Collaborating with Amazon’s creative and content teams, we aligned announcements, partnerships, and applicable products to tell a cohesive story. And we helped create buzz by shouting out the whole story across social media.

Results

Blending comedy with music, performance, and announcements, we designed and produced a show that seamlessly reimagined the way Amazon presents its content. And the audience ate it up. Amazon exceeded its attendance goals with 2,090 total customers viewing the experience with 1,800+ of them in person.

The variety show also generated buzz throughout the broader media landscape with extensive coverage including 20+ articles and dedicated features in AdWeek, BizBash, and Deadline.