Off-Duty: Vibrant Wows Awards Gala Guests With Video Booth

Gavin Dunaway

New York, November 1st, 2011 —(Adotas)— It was the first thing you noticed walking into the ballroom of the Bowery Hotel, where Vibrant Media was hosting its awards gala — a giant screen featuring live footage from a make-shift studio (a video booth rather than a photo booth) set up in the adjoining room. Oh, but this was no ordinary shoot — the extremely hi-def camera filmed at 1,000 frames per second, so when the cameraman played back sections in ultra slo-mo, it made for quite spectacular clips.

Vibrant’s guests stopped dancing and stared all slack-jawed and googly-eyed as clips of attendees throwing glitter, shaking their hair (now I know how shampoo commercials are filmed), popping balloons and even play-punching (I think) each other with boxing gloves were instantly transformed into magical pieces of cinema via the old trick of slow motion (with hyper-modern amenities).

But words can only go so far in this case — I mean, if a picture is worth 1,000 words, then 30 seconds of video shot at 1,000 frames per second really requires 30 million words to describe. Fortunately, Vibrant put together a classy highlight reel, with musical accompaniment by Lou Reed (recorded long before he started working with aging metalheads). There’s even a contest (and Vibrant fan-builder) that goes with it — whoever gets the most likes from a video posted on Facebook and tagged @vibrant wins an iPad2.

With attendees returning for multiple screen tests, the video booth was certainly the highlight of the Vibrant Awards, but the company had more to offer party-goers. The elegant room — which played host to Paul McCartney’s wedding reception a few weekends before — was packed, forcing tardy guests like me stand outside and play a few rounds of Angry Birds before getting in. Across from the video booth, attendees lined up to either get their fortunes told — and they had a choice between a palm reader and tarot card dealer.

New CEO Cella Irvine’s jubilation at the party’s smashing success was only matched by her excitement concerning Vibrant’s future initiatives. Although it’s still mainly known for its in-text advertising, Vibrant has been making moves across channels, adding social toolbar services for both publishers and advertisers. Now the company has even more ambitious plans in development: injecting audience data into its finely tuned semantic and keyword analysis to offer hybrid contextual and behavioral targeting across channels — even display.

Oh, and yeah, there were awards: a panel of senior agency and brand executives along with more than 600 public votes from industry members judged Vibrant’s nominees on creative strategy, contextual relevance, end-user perspective and brand message communication. The winners were:

Vodafone D2 GmbH/Media Team OMD – Global Silver Award
Chrysler LLC/Universal McCann – Global Bronze Award
Arm & Hammer/MAXUS – US Silver Award
Sprint/Mindshare – US Bronze Award
Unilever AXE/Mindshare – Industry’s Choice Award

Click here to see all the acknowledged campaigns.

About Vibrant
Vibrant ( is a world leader in contextual technology aligning billions of words across the Internet with relevant video, information, tools, and advertising. With over 6,000 premium publishers, reaching more than 250 million unique users per month (comScore, 2011), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognized by the Inc. 500 and Deloitte Fast 50 lists. For more information, or or or

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