Introducing 'Oath'
Photo courtesy FIRST Agency
Oath, Verizon’s recently combined organization integrating brands AOL and Yahoo, partnered with FIRST Global Events Agency to produce a series of B2B and internal employee activities that celebrate the new brand. The experiential activations kicked off at the Cannes Lions Festival of Creativity in June, just after the public announcement of the rebrand and the purchase of Yahoo. Numerous launch activities, both B2B and for internal employees, continued all summer long to keep momentum high around the highly anticipated re-brand and acquisition.
Big kick-off party
Photo courtesy FIRST Agency
The kick-off party at Cannes Lions hosted an estimated 1,300 attendees and offered a concert with rock goddess Stevie Nicks.
Oath B2B Party
Photo courtesy FIRST Agency
The B2B experience at the Cannes Lions Festival of Creativity was the first public launch of Oath. Oath brands Yahoo! Sports, MAKERS, Yahoo, HuffPost, AOL.com, and Tumblr were included in the party, which took place at Palm Beach, Place Franklin Roosevelt.
Big event series
Photo courtesy FIRST Agency
FIRST activated the Oath "House of Brands" at 20 of Oath’s agency clients in New York, London, Chicago, Detroit and Los Angeles from June 26-29 and from June 30-July 15. Each activation lasted one to three days, and included a massive giveaway of premium gifts, brand ambassadors, multimedia design, and installations.
Night falls in Cannes
Photo courtesy FIRST Agency
Night falls in Cannes, showcasing the branded pool experience.
Brand pavilion at night
Photo courtesy FIRST Agency
Agency partners were invited to engage in an interactive experience that immersed them in the Oath “House of Brands” and rewarded them with a premium gift and a chance to win a once-in-a-lifetime experience.
Brand for dinner
Photo courtesy FIRST Agency
A beautiful branded meal. The series of launch events ranged from 50 to 1500 attendees, and in size from simple happy hours to full-fledged parties with performances, games, photo booths, and Oath-branded activities--all occurring simultaneously across the globe to connect the new organization.
Meeting 'Oath'
Photo courtesy FIRST Agency
A guest interacts with the new brand.
Ready to rock
Photo courtesy FIRST Agency
Guests get ready for the concert to start.
Tim Armstrong meets Stevie Nicks
Photo courtesy FIRST Agency
Oath CEO Tim Armstrong poses for photos with rock goddess Stevie Nicks.
