Thankfully, many of us who work at Yahoo! believe that we have the best job in the company. If I based my hubris on other people who tell me I have the best job at Yahoo!, I see experiential marketing rise above all others to the top of the heap.

I lead a small team that is responsible for complementing and amplifying marketing projects — for consumers and B2B audiences — by creating rich 1:1 experiences that provide a moment of pause, reflection, and engagement with our brand in ways that support our digital marketing efforts, but provide a differentiated offline approach. These experiences establish emotional bonds between our audience and Yahoo!’s products and services, and put a human “face” to our brand in a way that online marketing may not.

Some of the recent projects we have supported include 2010’s Ask America program and 2011’s launch of the latest Yahoo! Mail. We also get to think hard about brand marketing challenges like how to keep Yahoo!’s trademark “yodel” in the hearts and minds of consumers. On our plate for the coming year are efforts to engage voters across the country with Yahoo! News in the countdown to the presidential election, launching Tom Hanks’ “Electric City,” and global marketing support for the 2012 Olympics.

We hold our programs to an important set of guiding principles:

1. Assure that every experience is built to drive traffic back to Yahoo! or change the perception of our brand
2. Create sharable experiences and provide the tools for users to share
3. Provide “hands-on” experiences
4. Engage our audiences with surprising, relevant, smile-inducing experiences

No surprise that the word experience appears in every principle, right? Not every program at Yahoo! is right for experiential efforts: we are not a scalable acquisition channel, and, in fact, creating offline manifestations of our online product experiences are not always effective in public settings. Instead, we look for opportunities to draw related connections between an offline experience and our online products and services.

Perfect case in point: the 2011 launch of the latest version of Yahoo! Mail. We were a small part of the overall launch marketing plan for the product, but we were an extremely visible component. Our objective was specifically not to provide users with a chance to try the new Mail. Instead, our role was to alleviate potential apprehension about the planned migration from older versions of Mail to the new version—and we wanted to drive positive buzz and word of mouth by creating a fun experience that would enhance consumers’ personal connection to the product and leave them with the feeling that “Yahoo! is the best thing that happened to me today.” In other words: kindness always wins, while talking about our spam protection on a street corner may not.

Our solution was two-pronged.  First, we dispatched 20 Yahoo! Mail Carriers (kitted out bike messengers) in Chicago and New York who were tasked with creating that random act of kindness. They handed unsuspecting users a large Yahoo! Mail “super envelope” that contained something for them — a Starbucks gift card, or a packet of wildflower seeds — and an additional duplicate gift for them to share with a friend. This interaction brought to life the Yahoo! Mail promise that the product facilitated connections with those people who matter most to you. Consumers loved the surprising gift from Yahoo! Mail, and they shared the gifts and their positive experience with their friends and family.

The second prong of our approach became a viral sensation — internally amongst fellow Yahoos who were busting a nut to launch the new Mail; and externally with consumers who got to interact with a 6-foot-tall talking purple mailbox.

Yes, you heard me. A talking mailbox, affectionately dubbed The Yahoo! Purple People Greeter, who stood on street corners in Brooklyn and Manhattan doling out bon mots, along with personally relevant gifts in a Yahoo! Mail super envelope: a pair of flip flops for someone on their way to buy shoes, a harmonica for a musician, a dog bone for a pet owner, and an iPad for a grad student. How did an inanimate purple box know enough to have such relevant gifts on hand, who to distribute them to, or just what to say to make people laugh, jump and even cry with joy? That’s a secret the experiential team will take to our grave. Or, you could just take us to lunch and we’ll probably give up the goods.

But most importantly, the experience worked. We made people’s days. We heard, and kept, some deep dark secrets. But most importantly, we turned our interactions with a relatively small number of individuals into compelling, hilarious, highly entertaining video content, which we then distributed on Yahoo! and via social channels.

After our rewarding experience in New York, we hit the road with our large purple friend. To Chicago where the mailbox sweltered and relied on the cold water of strangers, to Austin where he rocked out at Emo’s and tried (unsuccessfully) to crowd surf during a performance by Futurebirds, and ultimately to San Francisco where we arrived just in time to fuel Giants playoff fever with many sets of tickets to the World Series champs’ final games of the season.

Our social media channels loved the Purple Mailbox and we generated significant positive sentiment for Yahoo! Mail and our brand as a whole. We turned these impromptu consumer experiences into high-quality digital content that drove engagement with our brand both on- and off-network. And we gave employees an opportunity to laugh, cheer and smile during a transitional time for our company.

Our competitors don’t have a purple talking mailbox who makes people laugh. Nor do they regularly engage consumers in surprising, yet relevant offline locales. Yahoo! understands that marketing takes on many forms, and they all work together to drive success for our company and engagement with our users. Especially those that are six-feet-tall and purple. I love my job.

Andrew Strickman,
Sr. Director, Experiential Marketing

Editor’s Note: This article is part of a series entitled, “In My Own Words,” that gives employees the opportunity to share their own stories about Yahoo!. Feel like yodeling your own? Post your Yahoo! story on your social networks using the hashtag #myYahoostory.

Today, we are excited to make the new Yahoo! Local available in limited beta. With rich hyper-local content, this new product provides people a truly personalized experience across desktop and mobile (currently available via the mobile web on iPhone and Android), enabling them to discover and contribute to the best local news, deals, and events nearby, all in one place.

Our goal with the new Yahoo! Local is to be the best place for people to find what’s happening in their neighborhoods, whether they’re at home or on the go.  As some of you may have noticed, we’re beta testing the experience in more than 30 neighborhoods and cities in the U.S., including San Francisco, Palo Alto, Mountain View, Sunnyvale, Brooklyn, NY as well as Birmingham, Ferndale, and Royal Oak in Michigan. We did this so that we can evolve the product quickly and enhance it based on a cross-section of user feedback and insights. You can access the new experience from your desktop or mobile phone by visiting: http://beta.local.yahoo.com.

Giving You the Best Local News and Information

When it comes to the best local news and information, we’re delivering relevant hyper-local neighborhood and city content created by the community, local publishers, and Yahoo! editors.  We’re featuring content from the best local blogs and newspapers.  And through a completely open ecosystem, we’re making it possible for any local publisher to be part of the new Yahoo! Local. By leveraging the power of the Yahoo! Contributor Network, the entire community can participate and publish stories on topics that matter to them. Individuals and organizations can also add events that are relevant to the local community.

Saving Money in Your Area

We are also fulfilling our commitment to personal relevance by delivering the best locally relevant offers from nearby spas, restaurants, and retailers – helping you save some cash while you support local businesses. This new hyper-local experience integrates our recently launched Local Offers program to provide consumers quick, easy access to the widest selection of local deals and offers from partners such as Groupon, LivingSocial, Gilt City, BloomSpot and more.

Convergence of Content and Advertising

There is a unique intersection between the content users find useful and what marketers want to advertise – especially in a local experience – and we recognize that. With the new Yahoo! Local we are fundamentally changing how users will interact with local content, including advertising. As we build out the experience, we’re exploring and experimenting with various advertising solutions that will enable our advertising partners to reach their target users.

What’s Under the Hood

Technology is at the heart of everything we do at Yahoo! This experience leverages our powerful geo-informatics and content enrichment platforms, including Where On Earth (WOE) and Placemaker, to identify and geo-tag every news story that appears on every page down to the neighborhood level.

During the coming weeks and months, you will see us continually improve and expand our new hyper-local product by rolling it out to more neighborhoods and cities and adding new features that will make this the best local starting point for our users.

Take the experience for a spin around the neighborhood and tell us what you think. Stay tuned for much more from the new Yahoo! Local.

Matt Idema

VP, Yahoo! Local

The campaign will use interactive games to highlight Yahoo!’s mobile app offerings to San Francisco residents and commuters, many of whom spend their down time at transit shelters using smart-phones to get information and stay connected on the go. Users will compete by choosing a neighborhood from a drop-­down menu on the interactive game screen at any transit shelter, then select from 4 fun and engaging Yahoo! Mobile app-related  games themed around Yahoo! Mail, Yahoo!  Messenger, Yahoo! Sportacular, and Flickr.

Participants earn points for  their neighborhoods as they compete against each other in the games, playing in either single-player or competitive mode against other neighborhoods around the city. A wide variety of neighborhoods across San Francisco are represented, including SOMA, North Beach, Mission, Castro, Hayes Valley and many others.

At the end of the campaign, the winning neighborhood will get a free concert from Grammy Award-winning rock band OK Go at a local neighborhood venue.

For complete rules and regulations, as well as a list of the Muni bus stops through out the city that will be included, please visit derby.yahoo.com

Game on, San Francisco riders!

About This News Bytes Episode:

In this week’s Yahoo! News Bytes, Pamela Woon and the Digital Media Bureau take you behind the scenes at Frameline Fest to talk with James Franco, who portrays the late beat poet Allen Ginsberg in “Howl”.  Known for his roles in the Spiderman movies, “Milk” and the iconic series “Freaks and Geeks”, Franco is among the busiest men in Hollywood.  With upcoming roles in the prequel to “Planet of the Apes”, a starring role in “Eat Pray Love”, a recurring role on “General Hospital” and a teaching position at Yale University this Spring we will be seeing a lot more of Franco in 2010 and beyond.

Centering on the turbulent times surrounding the obscenity trial involving Ginsberg’s poem “Howl”, the movie  also features “Mad Men” star Jon Hamm, “Weeds” actress Mary-Louise Parker, and Jeff Daniels.  “Howl” is  slated for theatrical release in September 2010.

Recent Yahoo! News Bytes Episodes:

• Yahoo! News Bytes July 16, 2010 (David Beckham + Yahoo! Mobile World Cup app)
• Yahoo! News Bytes July 1, 2010 (Yahoo! Mobile Android apps)

About The Yahoo! Digital Media Bureau:

The Yahoo! Digital Media Bureau is a team of Emmy-nominated, multi-platform content creators who innovate and produce original video content, from webisodes to webumentaries. The Yahoo! Digital Media bureau is responsible for the weekly feature, Yahoo! News Bytes, which peels back the layer on everything Yahoo! The Bureau also produces the weekly Yahoo! Trends segment, which focuses on what’s trending in entertainment, pop culture and tech. Yahoo! Trends is distributed on broadcast television and seen throughout the United States.

Pride celebrations have come a long way since June 1970. What began as small, vocal demonstrations in a handful of large US cities has since grown to hundreds of major parades in most metropolitan areas around the globe, as well as countless smaller celebrations, film festivals and cultural events that attract people in cities and towns all over. To find events near you and to explore the most comprehensive online map of LGBT pride anywhere, head on over to the Pride Event Finder at pride.yahoo.com.

Yahoo! is celebrating Pride again this year with messages on our corporate billboards in Times Square, New York City and San Francisco. We’re also thrilled to be a Premier Sponsor of Frameline, the 34^th Annual San Francisco LGBT Film Festival. The Yahoo! logo has been up on the marquee of the historic Castro Theatre throughout the 10-day festival and we couldn’t be happier!

The past year has seen some important developments for Yahoo!’s tens of millions of LGBT users. In the United States, the nearly decade-old proposed legislation commonly referred to as the “Matthew Shepard Act” was enacted this past October, extending federal hate crime protection to victims based upon sexual orientation, gender identity or disability. It was the first federal law of any kind to extend to recognition of transgendered individuals in the country.

Outside of the US, pride celebrations have continued to flourish, growing in number particularly throughout Asia and South America. Sao Paulo, Brazil continues its record of having the world’s largest LGBT Pride Parade, with an estimated 3.2 million attendees last month. It is second in popularity only behind the annual Formula One races in that city.

The LGBT community has also recently seen same sex marriage legalized in the state of New Hampshire, in Mexico City, and in Portugal and Iceland. India decriminalized homosexuality for the first time since British Colonial rule imposed the law in the mid-nineteenth century. Bans on gays in the military were ended in Argentina, Philippines and Uruguay. Iceland elected the first openly gay head of state in the world when Jóhanna Sigurðardóttir became Prime Minister. And Annise Parker was elected mayor of Houston, Texas, which made that city the largest in the United States to have an openly gay leader.

Congratulations on all the advancements for the LGBT community in the past year and we look forward to celebrating further improvements with you in the future.

Yahoo! wishes you and your loved ones a happy LGBT Pride season 2010!

In this exclusive “Behind The Scenes” look, we see Mike and his team realizing an idea from start to finish, all the work that went into the project and how this effort ultimately made for a very intriguing result.

And here’s a few words from Mike Relm on the experience…

My life has been pretty digital lately so I decided to put a project together that let me step away from the computer and get arts and craftsy, at least for part of the building process. The idea behind this piece was to use the turntable in two ways that are on opposite sides of the technical spectrum. One being video scratching, which at the moment is the most advanced thing you can do with a turntable. The second thing is the zoetrope, which is the origin of motion picture. Anyone who has taken a film class will recognize the Muybridge images!

This was so much fun to make, definitely one of the best production experiences I’ve had. Helps to have a kick-ass crew, a few good ideas, and a beautiful location. We got to shoot at the Regency Center in San Francisco, which was built exactly 100 years ago, in a room that not too many people get to step foot in.

Thanks to everyone who helped make this project possible–and stay tuned for more cool things coming soon!

Barton Bishoff and Pam Woon

Yahoo! Digital Media Bureau