Emmys latest to jump on experiential marketing bandwagon

04/25/2006 | NYTimes.com

Hair care products company John Frieda's "Luminous Color Glaze Fan Zone" at Friday's 33rd annual Daytime Emmy Awards ceremony in Los Angeles is the latest example of advertisers' desire to build stronger ties to consumers via experiential marketing. At the Emmys, the branded "Fan Zone" outside the Kodak Theater will provide fans with bleacher seats to watch the live show, with an opening musical performance provided by Rick Springfield of ABC's "General Hospital."

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