YouTube Brandcast 2016
The 11th YouTube Brandcast, the brand’s annual NewFront in May, was once again brought to life with the help of the MAS team. YouTube hosted 150 of its own content creators and an impressive 2,700 attendees at the Jacob Javits Center in New York City, where they demonstrated the power of the platform in connecting advertisers to highly engaged consumers alongside a continuously — and compelling — landscape of user and professionally generated content.
As they walked the red carpet alongside the content creators, Brandcast attendees were greeted by 200 excited fans – fans hoping to catch a glimpse of the creators. The goal of this red carpet experience was to give advertisers a true sense of the YouTube audience and the brand’s impressive ability to cultivate content creators who have helped the platform become a world leader in online video distribution.
Select guests were invited into an executive lounge where they could enjoy the show (and a cocktail) in a more intimate setting. The space was meticulously designed with custom upholstered velvet seating, floral sculptures, and an architectural bar that acted as a visual anchor. A small performance area was created to accommodate an acoustic performance by the rising singer/songwriter Andra Day.
After the show, all of the guests were ushered into an adjoining space where dinner and drinks were served in an unconventional, exploratory fashion. As a nod to the evening’s featured content creators, MAS designed three double-sided creator stations, each in the vein of a different YouTube Channel. Guests could drink wine with Laura Vitale, decorate cupcakes with Rosanna Pansino, and take photos in an oversized refrigerator with the Sorted Food crew. Guests were alerted that dinner was coming to a close when the statement wall’s seemingly decorative YouTube lozenge started to rise, revealing the main show area now transformed into an after-party space. Hoverboard dancers, DJs, a light-up bar, and a performance by Sia was more than enough encouragement to get guests dancing.