Transforming play into unmatched brand love
YouTube Allstar Lounges at VidCon
AGENCY: MAS CLIENT: YOUTUBE ROLE: CREATIVE STRATEGY & COPYWRITING
The Challenge
YouTube needed to transform their "Watch Your Passions Pay Off" tagline into engaging VidCon experiences that would resonate with both established and emerging creators. In this competitive VidCon landscape, YouTube needed to stand out while reinforcing their position as the premier platform for creator success.
The Spark
We translated YouTube's promise into a championship sports concept where creators could experience tangible wins through training, community, and support from Team YouTube.
The Work
We created two iconic spaces that brought YouTube's sports-inspired promise to life, turning VidCon attendees into YouTube all-stars.
Content creation moments became "victory shots" and “own the court”, features became "sprint challenges," and lockers transformed into educational touchpoints with YouTube experts as "coaches."
Strategic brand-love building
Creators moved through carefully crafted touchpoints balancing education with celebration. From skill-building stations to personalized consultations, each element reinforced the championship theme while delivering practical value. I connected programming touchpoints to our strategic narrative.
Cultivating championship-level impact
We created curated content moments where attendees could "own the court" through highly shareable photo opportunities that generated online hype. These professional-quality activations made creators flock to our spaces, amplifying our experience and our overarching message that "your passion pays off on YouTube."
With 8,000+ creators engaged and 6,000+ custom swag items distributed, the experience empowered creators at every level to feel like YouTube all-stars.
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A peak at my past VidCon activations with YouTube….
I helped bring to life the YouTube Drop Shop at VidCon, creating 8,000 ft² of Creator hype where we showcased YouTube Shopping through exclusive drops every hour. The activation featured giant SLAY-TMs dispensing virtual currency, surprise Creator meet-ups, and limited-edition merchandise that made attendees feel closer to their idols. With 9,145 visitors, 12 Creator appearances, and 15 custom merch items, we transformed digital connections into real-world experiences, driving excitement and engagement around YouTube's new shopping platform.
Here are some highlights from 2023:
