Event Marketer Summer 2023 - 78

BEST SINGLE-MARKET
EVENT
EX AWARD WINNER
CAMPAIGN: YouTube Shorts Drive-Thru
CLIENT: YouTube
PARTNER: MAS
When Rolling Stone names your brand " one
of the most highly visible brands at the
convention, " you know you've done something
right. But in the case of YouTube at VidCon
2022, buzz was only half the goal on-site. The
brand wanted to encourage creators and Gen
Z consumers at the event and at home to use
its new bite-sized video platform. The solution
was a fully branded drive-thru experience that
offered three days of nonstop surprise and
delight with " constant personal touchpoints "
with attendees' favorite creators.
The YouTube Shorts Drive-Thru featured
a fully interactive ordering experience. Once
in the queue, consumers placed orders for
one-of-a-kind snacks from four different
touch screens that displayed 3D renders of
the snacks they could choose from, as well
as Shorts from top creators inspired by those
snacks. Each consumer would receive their
receipt; meanwhile, the restaurant would
receive the order and have it ready to go by the
time they reached the take-out window.
YouTube partnered with the biggest video
creator on the platform, MrBeast, on a 40-foottall
MrBeast gumball machine, which gave
consumers the option to " play " by placing a
giant coin into the slot and turning the crank
to see a ball spin down a rolling track. Inside,
the balls were mysterious gaming prizes such
as MrBeast's candy bars in collaboration with
Feastables, and other surprises like Gameboys,
Bluetooth speakers and Nintendo Switches.
MrBeast even appeared to interact with fans
and hand out special surprises, including an
actual Tesla.
Additional highlights included on-screen
Shorts challenges, decked-out lockers, a mini
cart with a conveyor of snacks, decorated walls
and even entertainment, such as " roller skate
break dancers " and a roving sax player. The
experience culminated on the last day with a
celebratory Pride-themed takeover featuring
famous drag artist DJ Vivacious, ambassadors
with pride pins and rainbow golf carts.
The YouTube Shorts Drive-Thru served
8,221 slushies to " fuel creativity " for nearly
17,000 consumers that passed through the
activation (the branded earned 65-percent
social share of voice at the event). More
than 34,000 unique Shorts Creations were
published (40 percent from totally new
creators) to the tune of 48 million views, 13
million likes and 1.5 million hours of watchtime.
78
EVENT
MARKETER SUMMER 2023
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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