Where Partnerships Take Flight

Idea

Every January, while CES turns Las Vegas into the epicenter of consumer tech, Newegg hosts the Eggie Awards—a private gala that thanks the vendors, carriers, and financial partners who power the site’s success. For the 11 th edition, leadership wanted a fresh, memorable theme that would celebrate 37 partner companies (plus one “Geek of the Year”) and reinforce Newegg’s identity as a forward‑thinking, enthusiast‑first brand.

Company Context

Newegg is the largest pure‑play tech e‑tailer in North America after Amazon. Its business model depends on a vast network of component makers, logistics providers, and finance partners. The Eggies aren’t just a party; they’re a strategic touch‑point for strengthening those B2B relationships and securing co‑marketing budgets for the year ahead.

Problem / Challenge

• Stand Out at CES: With hundreds of after‑hours events competing for attention, the Eggies needed a visual story that cut through the noise.
• Unify Digital & Physical: Invitations, stage screens, social posts, and even the trophies had to feel like one seamless experience.
• Express Gratitude, Not Self‑Promotion: The spotlight had to stay on partners while still radiating Newegg’s “tech playground” vibe.

Creative Process

1. Discovery & Theme Exploration
   • Conducted stakeholder workshops and mined brand values; “innovation, momentum, partnership” emerged as common threads.
   • Generated three theme territories; “Take Flight with Newegg”—inspired by the lift partners give to the business—won unanimous approval.
2. Concept Development
   • Built mood boards around aviation and origami‑egg motifs, pairing midnight‑blue gradients with neon accent lines to echo Vegas nightlife.
   • Prototyped motion graphics in After Effects: a jet‑trail morphing into the Newegg “egg” became the hero animation for all screens.
3. Asset Production
   • Designed responsive HTML email invites with animated SVGs (<150 KB) to ensure inbox deliverability.
   • Created a modular stage‑screen toolkit (1920×1080 & 4K) so AV teams could slot in award categories on‑site.
   • Collaborated with a fabrication vendor to produce matte‑white acrylic trophies shaped like paper airplanes folded from an egg silhouette.
4. Cross‑Functional Collaboration
   • Synced weekly with Events, PR, and Vendor Relations to lock copy, sponsor logos, and run‑of‑show.
   • Conducted on‑device QA for all social assets to guarantee readability under club lighting.

Creative Solution & Impact

The final experience transformed XS Nightclub into a “Newegg Runway.” LED pillars pulsed with flight‑path graphics, the hero animation opened every award segment, and attendees shared branded AR filters that overlaid a glowing jet trail on selfies. Post‑event surveys showed:

• 96 % of partners felt “highly valued” (↑ 18 pts YoY).
• Social impressions for the #Eggies hashtag topped 4.2 M during CES week.
• Vendor co‑op marketing commitments grew 22 % in Q1 following the gala.

By grounding every touch‑point in a single, uplifting metaphor, we delivered an event that not only thanked our partners but also elevated Newegg’s reputation as the place where tech dreams—and partnerships—take flight.