Event Marketer Summer 2023 - 31

BEST B-TO-B CONFERENCE OR EVENT
The merger between Televisa and Univision was big. So to
announce the new brand, new vision for growth and new
portfolio of products in a big way, the company delivered a
vibrant, two-part Upfront experience that illustrated the
scope of TelevisaUnivision's Spanish-language content, and
celebrated the fabric of Hispanic culture for more than 1,400
attendees in person and many more online.
The freshly minted brand made its debut with a footprint
built for equal parts information and entertainment. The
event kicked off with dazzling stage presentations delivered
by executives and special celebrity guests that were supported
by five massive LED screens and large print graphics. Then, to
introduce the second half of the experience, the 40-foot LED
screen located behind the final presenter began to rise and
revealed a brightly lit, Hispanic town-square-style reception
space.
There, clients were invited to enjoy culturally inspired
GOLD AWARD
CAMPAIGN: Upfront
CLIENT: TelevisaUnivision
PARTNER: Proscenium
appetizers, activations and a bar, all within a glass-encased
room brimming with florals that overlooked New York's
Hudson River. Touchpoints included a custom mural with the
brand's " Grow With Us " mantra in Spanish, fútbol jugglers
who performed stunts on a mini soccer pitch and giveaways
from Hispanic-owned businesses. The room also featured
a TelevisaUnivision bodega with a secret speakeasy used
for a meet-and-greet with event performers. Como se dice
" authenticity " ?
BEST B-TO-B CONFERENCE OR EVENT
Short-form video is the name of the game these days, so
YouTube set out to remind advertisers that its platform offers
the kind of creators and content that resonates with modern
viewers during its one-day, hybrid YouTube Brandcast event
in Canada. The overarching message: " YouTube is the Main
Stream " across countless consumer devices, from smartphones
to connected TVs.
Hosted within two floors at History, a 35,000-square-foot
concert venue, the event kicked off with surprise appearances by
YouTube creators, who popped out of seats in the audience for
spotlight music performances, along with a stunt performer who
parkoured around the set.
The event then moved into keynotes, a fireside chat and
SILVER AWARD
CAMPAIGN: Brandcast Canada
CLIENT: YouTube
PARTNER: Mosaic
case studies delivered by brand partners. A music performance
by Tate McRae wrapped the live show, and attendees were then
invited to participate in 14 interactive creator-led experiences,
like a cozy recreation of Deddy's Kitchen, where the creator
taught guests how to make the perfect Jamaican patty.
For an event strategy aimed at connecting with the right
people, not simply a large number of people, Brandcast was an
all-around win. In total, more than 850 virtual and IRL guests
tuned in for the show, 73 percent of which were Google's top
marketers-the exact decision-makers the brand needed to build
inroads with.
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SUMMER 2023 EVENT MARKETER
31
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Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023
