Viewers of the 33rd annual Daytime Emmy awards on April 28 will find it hard to miss the first ever Luminous Color Glaze Fan Zone, The New York Times reports. Consumers will populate bleachers set up outside the Kodak Theatre in Hollywood (creating the Fan Zone) while the award presentation goes on inside (and airs live on ABC). The site will be referenced and shown during the broadcast, which is scheduled to open with a musical performance from the Fan Zone featuring Rick Springfield from the ABC soap General Hospital. After accepting their awards, winners are expected to greet fans in the zone, and broadcast host Cameron Mathison, of ABC's All My Children, will visit the site—which functions to promote the launch of a John Frieda hair color product line in stores.
"Luminous Color Glaze is a very different product, so we were looking at alternative ways of reaching our consumer," John Frieda's senior vice president Michelle Messina, told The Times. "There's only so much you can say, or want to say, in a TV spot or print ad."
Posted 04.27.06
"Luminous Color Glaze is a very different product, so we were looking at alternative ways of reaching our consumer," John Frieda's senior vice president Michelle Messina, told The Times. "There's only so much you can say, or want to say, in a TV spot or print ad."
Posted 04.27.06
