Samsung Ads NewFront Featuring David Letterman & The Jonas Brothers
Over 400 media buyers, advertisers, and entertainment insiders convened for the Samsung Ads NewFront, an exclusive showcase unveiling the next evolution of Samsung’s connected TV ecosystem at the IAC Building in NYC. The event debuted Samsung Television Network (STN)—a FAST channel featuring a curated mix of Samsung TV Plus’ programming, A-list talent and live events, offering advertisers innovative audience engagement opportunities.
For this NewFront, we crafted an immersive theater and reception space that embodied Samsung Ads’ innovative spirit and dual value proposition. Produced end-to-end by our team, we managed every detail—from guest experience and talent coordination to creative direction and program execution—delivering a cohesive, high-energy experience.
The program included a fireside chat with David Letterman and Samsung EVP Sang Kim, celebrating the success of Letterman TV and ended with a surprise appearance by The Jonas Brothers to announce their 20th-anniversary tour’s exclusive live broadcast on Samsung TV Plus, showcasing Samsung’s dedication to entertainment and innovation.
From the star-studded reveals to the electric atmosphere, our production in collaboration with Samsung ignited a new era for Samsung Ads, leaving the industry buzzing about the future of connected TV.
Photography credit: Samsung Newsroom / Agaton Storm
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Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
