In the past week, as TV networks have been busy touting their schedules, shows, and stats, digital media companies have been quietly muscling into upfront territory. To better showcase their own Web-based take on television and entice media buyers, several brands, including Hulu, Google, and more, banded together to host the "NewFronts," a series of events between April 19 and May 2. As part of this new initiative, AOL took over Highline Stages on Tuesday to host its version of an upfront, creating for ad execs what its head of sales, Jim Norton, promised would be a dynamic experience.
“I know you’re all dying to tweet about what you’ll be seeing today and that’s great, we encourage it,” Norton said. “But when you do, please be sure to add the hashtag #AOLNewFront.”
Rather than imitate the format of a typical TV upfront, AOL opted for a divide-and-conquer approach to the event, hoping to boost interaction between attendees by breaking the audience into two separate groups and creating distinct experiences. “We were inspired by Sleep No More theater,” explained AOL’s vice president of corporate events, Rachel Gross. To deliver this concept, the team created two types of badges for the 450-person guest list, with the different-colored badges designating different schedules. After completing their assigned agendas, the groups converged in a central area where the main presentation took place.
Despite the unusual configuration, the evening's focus was on content, with talks, presentations, and panels from AOL's various brands and partners. Huffington Post co-founder Arianna Huffington, former Walt Disney Company C.E.O. Michael Eisner, and Project Runway judge Nina Garcia helped to introduce two scripted Web shows—Fetching and Little Women, Big Cars—as well as AOL On, a new platform for celebrity-fronted video content.
In between business-driven discussions, the media company flaunted its playful brand identity, putting waitstaff in brightly colored tees emblazoned with provocative phrases and using caterer Pinch Food Design's creative food displays. One particularly eye-catching element was an oversize structure of the company's name, which stored tubes of roasted nuts and cheddar crackers. There was also a large LED screen depicting the logo, four digital towers that played video, and cocktail tables embedded with the logo. AOL executives even dressed to match the company's signature colors, with a base of black and white, and pops of bright blue provided by ties for the men and pashminas for the women.
To end the night on a high note, the company gave away a Ford Mustang to a randomly selected member of the audience and announced plans donate $1 to St. Jude Children's Research Hospital for every mile the winner drives.
![Following the panel discussion, the audience watched a brief presentation by Arianna Huffington, who introduced new content.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phl_4731aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![As part of the series of 'Digital Content NewFronts,' AOL took over west Chelsea's Highline Stages for an upfront-style presentation on Tuesday. In the arrivals tent, greeters wore red T-shirts emblazoned with the phrase 'Promises a well-hung coat,' and placed bags and coats in a truck parked on 15th Street.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phi_6264aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![To help reduce lines, ushers in 'Responds to Your Needs' T-shirts passed programs and instructed guests to find their name tags. The event's designer, Baura New York, created a magnetic structure to hold the badges, which came in two different colors, black and white.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/_mg_3736aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![To use its logo as a functional part of the evening, AOL crafted a large, letter-shaped structure that held snacks packaged in tubes by caterer Pinch Food Design.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/img_6327_edited.png?auto=format%2Ccompress&q=70&w=400)
![More subtle nods to the brand's identity included a color palette of black and white with accents of bright blue and cocktail tables embedded with the logo.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/img_6298.png?auto=format%2Ccompress&q=70&w=400)
![For one group, the first part of the event was a theater-style presentation in a space that had four digital towers showcasing images of AOL's different brands. The other set of attendees headed to a separate floor, where a more informal setup had bench seating and information displayed on screens placed overhead. Once each session finished, the groups switched locations.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/img_6294.png?auto=format%2Ccompress&q=70&w=400)
![The second area of the event saw a less formal show, with panelists sitting on a small stage. The backdrop for the platform was equipped with two LED screens and several other screens hung from the ceiling throughout the space.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phl_4631aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![With so many different areas, AOL kept the design focused on all aspects of its brand, with speech-bubble-shaped carpets in the signature black-and-white color scheme and TV screens displaying content attached to walls that hid the back-of-house production.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phi_6186aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![More playful components included bites presented on platters that hung from large white balloons marked with the AOL logo.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phi_6391aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![A large LED screen formed the backdrop for the main bar.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/img_6485.png?auto=format%2Ccompress&q=70&w=400)
![A wooden frame held deep-fried pasta in paper cones and envelopes of napkins. The filling fare included a combination of shrimp, avocado, herbs, and lemon; there were also chicken and meat combos.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phi_6378aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![For the final portion of the event, both groups came together for a main-stage presentation featuring an appearance by Michael Eisner.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/_mg_4322aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![As the evening came to a close, AOL C.E.O. Tim Armstrong (pictured, far right) and actress Marlo Thomas (second from right) took the stage to announce the winner of a new Ford Mustang. The audience was instructed to look under their seats for one of three color-coded keys. Thomas then chose her favorite color and the person holding that color was awarded the car. In honor of each runner-up, AOL promised to donate $10,000 to St. Jude Children's Hospital.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/_bnv7850aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![For musical entertainment during the pre- and post-cocktail receptions, Solange Knowles made an appearance as the DJ.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/_mg_7878aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)
![On their way out, guests received small sacks of coffee and Vineyard Vines totes embroidered with the brand's logo.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/04/phi_6364aolnewfront042412pa.png?auto=format%2Ccompress&q=70&w=400)