YouTube Brandcast
Delivered
DELIVERING MOMENTS
(AND PIZZAS!)
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YOUTUBE BRANDCAST DELIVERED

How can we transform the in-person NewFront advertiser moment  into a Covid-necessitated virtual experience   that engages brand partners in new ways?


In reimagining one of the industry’s most anticipated annual events, we knew we’d need to somehow translate the fun and excitement of the in-person experience into an in-home experience.

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To accomplish that while also highlighting the diversity of YouTube’s voices and content for advertisers, MAS thought outside the box. Or rather, we thought about the box, centering the event around a “personal primetime” for each attendee. We delivered over 2000 guest experience boxes, each one customized to that participant’s personal interests and choices (as identified at registration). Among the goodies inside? A full kit of ingredients to make and bake their favorite pizza at home, complete with their favorite toppings — and even a vegan dough option.

Get a closer look at this project from MAS CCO & Co-Founder Mia Choi, MAS Creative Director Garrett Brooks and YouTube Head of Ads, Events & Experiences Nikki Garvey.

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Brandcast Delivered put experience boxes on the map! This unique brand engagement sparked organic, personal conversation between partners and the sales teams in a way never before possible. YouTube executives, advertisers, and influencers alike raved about their experience, highlighting many magical moments as they dug into their boxes. Makeup artist and YouTube sensation Patrick Starr excitedly shared his unboxing video with his 4.6 million viewers. YouTube influencers D-Sharp, Kris London, and the Physics Girl also filmed unboxing videos.

“The personalized at-home Brandcast experience provided a way to cut through the digital noise of NewFronts week with a physical reminder to tune in to YouTube's content,” said Nikki Garvey, Head of YouTube Events and Experiences and Ads. “Amid a sea of 'watch now' email messages, the surprise and delight unboxing moment stood out as a strong piece of our overall communication and experience strategy, garnered social attention, and served as the 'pre-show' talking point for our sales teams to engage their clients.”

Brandcast Delivered put experience boxes on the map! This unique brand engagement sparked organic, personal conversation between partners and the sales teams in a way never before possible. YouTube executives, advertisers, and influencers alike raved about their experience, highlighting many magical moments as they dug into their boxes. Makeup artist and YouTube sensation Patrick Starr excitedly shared his unboxing video with his 4.6 million viewers. YouTube influencers D-Sharp, Kris London, and the Physics Girl also filmed unboxing videos.

“The personalized at-home Brandcast experience provided a way to cut through the digital noise of NewFronts week with a physical reminder to tune in to YouTube's content,” said Nikki Garvey, Head of YouTube Events and Experiences and Ads. “Amid a sea of 'watch now' email messages, the surprise and delight unboxing moment stood out as a strong piece of our overall communication and experience strategy, garnered social attention, and served as the 'pre-show' talking point for our sales teams to engage their clients.”