Yahoo was one of many companies in the Hamptons this summer that took advantage of the gathering of moneyed masses at the Mercedes-Benz Polo Challenge at the Bridgehampton Polo Club. For the second summer, Yahoo promoted two of its newest products, Yahoo Music and Yahoo Games, with a purple lounge full of diversions.
"When you think about Mercedes-Benz and polo and the people who are drawn to that event, they might be familiar with our other properties like Yahoo Finance or Mail," said Linda Bennett, Yahoo's senior director of buzz marketing. "We wanted to introduce them to the lifestyle properties they may not know about, in a Yahoo way. We wanted to reach the affluent and influencers."
Bennett and Corrin Arasa of Events East produced the lounge for the tournament's six-week stint at the club. On July 16, the first Saturday of the challenge, professional poker player Antonio Esfandiari played Texas Hold 'Em with lounge-goers. A Tribe Called Quest's Q-Tip used the Yahoo Music Engine for a DJ stint inside the lounge, where guests could make requests by searching the online music management tool, displayed on a large flat-screen monitor from Panasonic, another polo
challenge sponsor.
—Suzanne Ito
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"When you think about Mercedes-Benz and polo and the people who are drawn to that event, they might be familiar with our other properties like Yahoo Finance or Mail," said Linda Bennett, Yahoo's senior director of buzz marketing. "We wanted to introduce them to the lifestyle properties they may not know about, in a Yahoo way. We wanted to reach the affluent and influencers."
Bennett and Corrin Arasa of Events East produced the lounge for the tournament's six-week stint at the club. On July 16, the first Saturday of the challenge, professional poker player Antonio Esfandiari played Texas Hold 'Em with lounge-goers. A Tribe Called Quest's Q-Tip used the Yahoo Music Engine for a DJ stint inside the lounge, where guests could make requests by searching the online music management tool, displayed on a large flat-screen monitor from Panasonic, another polo
challenge sponsor.
—Suzanne Ito
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