From Groupon to Bloom Energy to Healthcare plays in China, the investment portfolio of NEA is broad and diverse. Upper Diamond is often tasked with telling stories about NEA investments, which means quickly conveying a company’s value proposition and often subtle positioning in relation to the competition.
We love to be quick studies, getting up to speed fast to communicate complex stories across multiple industries covering dozens of NEA companies.
These videos play from their website and in person at NEA’s annual partner meetings – where investment partners come to hear updates on current investments and to evaluate future funds. Most recently, NEA 14 became the largest fund ever raised: $2.6 billion USD.
NEA presence at places like SXSWi and Chicago Ideas Week is an important part of their strategy. It helps them network and allows them to connect to young entrepreneurs, fresh ideas, and new companies.
Just being there is not enough. Whether it involves having the double-platinum band Weezer play an invitation-only concert or helping put on a multi-product launch party these events can promote their cutting-edge portfolio companies and reposition the NEA brand.
We produced a music video of a SXSW Interactive networking event that featured Groupon Founder/ CEO Andrew Mason on keyboards and an NEA partner on vocals.
Distribution was limited to select investors, and helped position NEA’s gatherings as exclusive and one of the hippest places to be at “South-By”.
We have produced assets and captured video for NEA in the US, China, and India.
For NEA’s party at Chicago Ideas Week, we created a high-impact video loop to play on stage and in the reception areas.
The video celebrates local NEA success stories and conveys the message that the NEA event is where the connections are made to bring innovative ideas to market.
Also at SXSWi, we helped launch two NEA-funded applications, Loopt and Tabbedout, through an effective two-day series of parties and cross-promotions, which leveraged the social strengths of each.
From a Jack Johnson’s ukulele to book signings with Zappos’. Founder/CEO Tony Hsieh to rounds of free drinks, the promotion had people running across town, dancing in the streets, and downloading the apps to participate.
Of course, Upper Diamond was there to capture it all.