YouTube at SXSW THE GREATEST
STORIES RETOLD
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YOUTUBE AT SXSW

How do we create a magical experience at SXSW around the B2B-centric “The Greatest Stories Retold” campaign designed to demonstrate the advantages of advertising on YouTube?


MAS put on its wizard cap and cooked up an interactive physical world that brought to life YouTube’s Greatest Stories Retold — modern interpretations of thirteen classic fairy tales (such as Little Red Riding Hood, Cinderella, and Jack and the Beanstalk) in YouTube’s ad formats.

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By incorporating trigger systems into each activation, the environment changed and adapted to each guest’s motions and allowed for moments of discovery around every corner.

In the retelling of Little Red Riding Hood, for example, “Little Red’s” dinner table offered a digital twist on a dining experience. At the table were large gold plates connected to light sensors that triggered a video of a sizzling steak, followed by three new versions of the classic fairytale at three different YouTube ad lengths. This popular station allowed guests to feel like they had a spot — literally and figuratively — at the table of groundbreaking video and digital content.

The event was extremely popular among advertisers and festival-goers alike, with long lines to enter the space each day and over four thousand people visiting the activation over the weekend. Social buzz was also highly favorable, with 75M impressions across all major platforms! The event garnered a variety of press, including in-depth features in Adweek, Engadget, and VentureBeat. Most importantly, perceptions increased across all of YouTube's marketing objectives.

Rob Lenois, Deputy Chief Creative Officer at Grey New York, raved about the space, creativity and content, saying, “The activation at SXSW was truly beyond my expectations. The attention to detail, the immersive experience, heightened and elevated the experience. And I was not alone. I heard from several people in and outside the biz that it was way up there at the festival. The content and the expression of it were truly impressive.”

The event was extremely popular among advertisers and festival-goers alike, with long lines to enter the space each day and over four thousand people visiting the activation over the weekend. Social buzz was also highly favorable, with 75M impressions across all major platforms! The event garnered a variety of press, including in-depth features in Adweek, Engadget, and VentureBeat. Most importantly, perceptions increased across all of YouTube's marketing objectives.

Rob Lenois, Deputy Chief Creative Officer at Grey New York, raved about the space, creativity and content, saying, “The activation at SXSW was truly beyond my expectations. The attention to detail, the immersive experience, heightened and elevated the experience. And I was not alone. I heard from several people in and outside the biz that it was way up there at the festival. The content and the expression of it were truly impressive.”