| EVENT REPORT 04.04.07 9:00 PM |
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| Logos Cover Kids' Choice Awards Client Events |
| Nickelodeon put logos on everything from cups to guests at a series of events before and after the show. |
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| In overseeing a series of events celebrating last week’s Kids’ Choice Awards, Nickelodeon senior director of special events Laurie Blumenfeld turned to this year’s award-show logo to see how she could use it to create experiential marketing opportunities. “Our business goal was to take the brand and bring it to life through these events,” Blumenfeld said. |
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PHOTO GALLERY |
 | | A Kids' Choice Awards kiosk decorated a sleepover movie screening, which was among the events held during the client weekend. |
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 | | Children contributed content to the after-party’s towering Imagination Station centerpiece, marking its walls and attaching artwork to its silver balloons. |
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 | | The Kids’ Choice Awards logo colors, as well as Nickelodeon’s signature hues, inspired a colorful array of table linens at the after-party. |
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 | | Oompa-Loompas were on hand at a Willy Wonka station to hand out sweets and pose for pictures. |
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Together with her team, Blumenfeld interpreted the logo and translated it into physical design features for a series of events on Friday through Sunday that were open to sponsors and their children. At a buffet dinner, for example, the logo’s orange, green, silver, gold, black, white, and yellow color palette took the form of similarly colored cupcakes, which were stacked to form a tower topped with a Kids’ Choice foam-core sign. At one station, kids picked from an assortment of necklaces and bracelets that played on the logo’s jewel-like sparkling silver lettering. The logo also marked the popcorn cups and pillows
at a sleepover screening of Nickelodeon shows, trimmed the borders of photos taken of kids, and even appeared on kids themselves in the form of spray-on tattoos available at one station.
The tattoo station also came to life at the award-show after-party, which took over UCLA’s Intramural Field with a 40,000-square-foot, tented interactive playground for 4,000 tots, tweens, and parents. Partygoers chose from a variety of entertainment options and hands-on activities, including a rock-climbing wall, an inflatable slide, computer stations with Macs set to Nickelodeon’s Web sites, or photo stations with opportunities to get shots with Nickelodeon talent. The Kids’ Choice logo colors, as well as Nickelodeon’s signature orange and green, dominated the venue’s color scheme, appearing in table linens and inflatable tubes that arched across the tent’s ceiling.
—Rosalba Curiel
Posted 04.05.07
Photos: Courtesy of Acme Design Group (kiosk), BizBash (centerpiece, atmosphere, Willy Wonka)
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