Upfronts 2011: Telemundo's Multimedia Outing Integrates Streamlined Check-In

By Anna Sekula May 19, 2011, 9:30 AM EDT

Female staffers dressed in space-age outfits held iPads at the entrance to Telemundo's Tuesday evening upfront. As guests had their names checked, they moved to cocktail tables where more staffers were ready with handheld label makers to print out stickers for the name tags.

Photo: Milk & Honey Productions

On its second day, Upfront Week showed no signs of slowing, with ESPN packing the house at the Best Buy Theater in Times Square early Tuesday morning and ABC trotting out Jimmy Kimmel to entertain the audience at Avery Fisher Hall in the afternoon. NBC Universal property Telemundo hosted a particularly energetic outing in the evening, creating an engaging futuristic-themed concept at the American Museum of Natural History and bringing the 800-plus crowd to its feet with a closing performance by Puerto Rican reggaeton singer Don Omar.

To complement the event's motif and the Spanish-speaking network's focus on integrated media, the event's organizers—led by Telemundo's vice president of integrated marketing solutions Christine Escribano, integrated marketing coordinator Kristen Piasio, and NBC Universal's director of corporate events Tom Nolan—used iPads and handheld label makers to check in guests at cocktail table stations spread throughout the lobby entrance. Simple but effective, the electronic gadgets made the process more fluid and somewhat personal.

Indeed, despite the large turnout, the Empire Entertainment-produced affair at the museum's LeFrak Theater was intimate, and the small stage at the front was unadorned and relatively low in height, which brought the network talent and executives much closer to the audience. For the party that followed, guests headed to the Cullman Hall of the Universe, where silver and white furnishings provided plenty of seating, DJ Donna D'Cruz spun tunes, and Restaurant Associates served a buffet of bites.

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