The fifth annual incarnation of the Streamy Awards—which honor online video content and its creators—took over the Hollywood Palladium on September 17. It was the first-ever live broadcast of the awards, which showed live on VH1 as well as its digital platforms.
Following the awards, digital media company Fullscreen hosted an after-party at the W Hollywood, partnering with Caravents on the production and digital strategy. The idea for the neon-accented bash was to create a space where the millennial and Gen Z crowd would be inspired to interact and share.
"With a guest list featuring some of the most influential creators in the world, we wanted to host an event celebrating creativity with socially shareable moments big and small,” said Fullscreen head of communications Maria Gonima. "The party was Instagrammable and Snapchattable—full of large installations, like an artful step-and-repeat, a confetti-fueled video booth, the Fullscreen Word Wall, and more delightful details like toys in planters, hidden hashtags, and emojis in the wild.”
Specifically, Gonima was referring to details such as an art-installation-like step-and-repeat that was part of the party’s decor, as well as a digital sharing moment. Guests actually climbed through the installation and explored the piece as a means of experiencing and capturing it.
A tagline wall with a logo, a hashtag, and the FullScreen mantra "The Future is Bright” served as dual-purpose decor: both branding and social-sharing inspiration. "It felt authentic and fun and native to the digital-savvy guests in the room,” said Caravents’ Cara Kleinhaut.
A slow-mo video booth outfitted with confetti and props served as a networking moment for guests to take photos with talent and friends. It was a way to bridge the digital and physical worlds—a vehicle to capture online relationships in an offline environment, and then to distribute them back out again digitally.
Another popular touch was the "emojis in the wild" concept—accompanied by the #EmojisintheWild hashtag—which saw little ceramic animals placed within decor throughout the space, encouraging guests to share their small, but topical, observations.
"Our goal was to help bring Fullscreen's digital-savvy brand to life and have the experience resonate with their crowd,” Kleinhaut said. "We as consumers weave in and out of the live and digital worlds simultaneously, so the live experiences we create need to be environments where guests can do the same."
Kleinhaut said that Fullscreen’s guests comprised a "young crowd who likes to party. So it had to be fun—not overly branded or too strategized," she said. "The trick was to make it all feel natural.”
