MTV Tr3s 2013 Upfront Featuring Daddy Yankee
For the second year in a row , MTV Tr3s joined forces with Empire Entertainment to help them produce their annual Upfront. This year the event took place at one of NYC’s landmark entertainment venues, Webster Hall.
Hosted by José Guillermo and Rafael Vazquez of Circo Hermanos Vazquez, this event wowed and amazed attendees with both spectacular stage performances and talent roaming the floors. As a finalé to the presentation reggaeton and hip hop star Daddy Yankee performed his hits to an exhilarated crowd, setting the upbeat tone on the dance floor for the rest of the eveningEmpire transformed the venue into a symbol of the brand’s bilingual and multicultural appeal through Tr3s’ new show, Circo.
With a host of stilt dancers, contortionists, fire-eaters, snake charmers, acro-balancers and strongmen, combined with creative technical, scenic and decorative production, Empire successfully turned Webster Hall into a Mexican-themed circus.
Once the stage was set and the ambiance achieved, guests were given a preview of what is to come next for the hit television network. Featured programming included Familia de Circo, which takes a behind-the-scenes look at a forty-year old family circus led by five Mexican brothers. The Divas Del Azucar jumped out of a cake to present their reality series - Bakers for the Stars. Also announced was that the Unplugged series will showcase Ricardo Arjona as he does stripped-down acoustic performances. Colorful uplights and authentic décor accents completed the aesthetic, giving guests a transporting experience in a well-known venue. Mexican food was passed and the open bar kept drinks flowing freely. On an evening in New York City when many competing Upfronts were taking place, guests packed Webster Hall to capacity to enjoy Tr3's much-anticipated party. From conception to execution, the client’s objective and vision was achieved in every aspect throughout the seamless event. Strong partnerships with Webster Hall and Empire’s trusted vendors and crew led to the precise implementation of the event creative and plan. Empire is a leading producer of Upfront events with a strong track record of producing major events for multicultural audiences and clients with diverse consumers.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
