Show floor to the dancefloor

MISSION

Build buzz for a legacy media brand

ROLE

Art Director

CES was the Superbowl for CNET. Each year, the industry swarmed to Vegas to get a glimpse of the future. CNET wanted to change its reputation as a stodgy brand so that year, we invited everyone to cut loose at an exclusive aftershow concert featuring Fitz and the Tantrums.

With this experience, we built buzz around CNET throughout the week and kept a legacy media brand in the conversation with influential executives, partners, and budding media mavens.

A throwback band for a throwback brand

CNET had recently returned to its iconic 90s logo and Fitz was riding the success of their retro-tinged single “Moneygrabber”. It was a pair made in nostalgia heaven.

Invite and RSVP Site

We invited select press, executives, and influencers to a save the date and an RSVP site where they could add the event to their calendar.

Show Time

Guests were given free admission tickets on the CES show floor, free (signed) posters, and from the staff at the Hard Rock Hotel, free drinks.

Encore

We sent a thank you note with a gallery of the night’s best shots. Who doesn’t love photos of themselves from a night out in Vegas that they may or may not remember?