Yahoo Philippines has pimped out a purple two decker bus for a campus concert tour to promote the Yahoo Celebrity Awards happening next month.
Called the Yahoo on the Road, it brings the awards closer to students and giving them an opportunity to watch the bands they are voting for to perform for them at their very own campuses.
Nominees of the Band of the Year and Emerging Band of the Year began rocking three schools in Manila last week starting with The Polytechnic University of the Philippines.
Rocksteady, Brisom, Chocolate Grass and Absolute Play performed for over 10,000 students on a mobile stage installed on the roof of the double decker, which amazingly also doubles as an experience kiosk for Yahoo’s latest redesigned mobile apps.
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Cheong Kai Chung, associate marketing manager of Yahoo Southeast Asia, shares with Marketing that Yahoo on the Road in the Philippines is a first in the region and fits hand in glove with its target audience.
While the new Flickr, Yahoo Mail, Tumblr, Yahoo Sports, Weather and News Digest apps shine in innovation, Chung said that being present at the campus tour attended by thousands of teens will undeniably give them a much needed boost with promotion.
“The bus helps Yahoo reach the Filipino youth found in schools and introduce the new Yahoo Celebrity Awards and in the same time give us a wonderful time to introduce our apps to them. It’s not that well known yet in this market that’s why we are coming to them and educating them how good our apps are,” he adds.
Yahoo’s next stop will be on 20 June at the Lyceum of the Philippine while the final leg will be celebrated at the Far Eastern University sometime in July.
Yahoo Philippines renamed the Yahoo OMG Awards, now in its fourth consecutive year, into the Yahoo Celebrity Awards to have sharper focus on the country’s stars and align its highly-anticipated event with their online assets. The purple carpet is scheduled to be rolled out on 18 July at the MOA Arena.