Coachella
YouTube Music
As the official streaming partner of Coachella 2019, YouTube wanted to raise awareness around the YouTube Music app, so we developed a 3-part program including a weekend-long influencer experience, artist pedicab surprise-and-delight takeover, and press amplification.
Keep scrolling for more info on each pillar of this campaign.
“take me to the desert”
influencer experience
We invited 20 influencers and their plus ones to travel to and from Coachella on a YouTube Music-branded, decked-out shuttle. Attendees were gifted VIP tickets, Google Pixel 3 phones and additional swag to accompany their journey. Absent of any fees, the experience and brand touchpoints inspired the influencers to share their experience on social.
the experience garnered YouTube Music
13.1 million
social impressions
pedicab artist
takeover
The average person walks more than 200 miles over a weekend at Coachella (that’s not a real stat, I made that up). Knowing that Coachella transportation can get expensive, we wrapped and branded pedicabs and offered complimentary rides to more than 1,000 attendees heading to the festival, including Odesza artist Naomi Wild. The pedicabs were outfitted with speakers and a Google Pixel 3 with the YouTube Music app, so riders could interact with the app and jam out while they were driven to the festival. Later, P. Diddy’s stepson and actor/singer Quincy Brown surprised fans with an impromptu dance session and a ride on the pedicabs.
Press Placement
For the ninth year in a row, YouTube continued to take the magic of Coachella beyond the Indio desert and into the homes and phones of millions of people around the world with the exclusive two-weekend live stream. Making history with a first-ever broadcast of a festival live stream on New York City’s iconic Times Square big screen, YouTube gave East Coast music fans a chance to gather together and share in the Coachella experience. On site, YouTube Music celebrated the Coachella Festival with a bevy of talent at the YouTube Music Artist Lounge. Musical performers and Hollywood’s elite came through the space, including Idris Elba, Rufus du Sol, Billie Eilish, Khalid, Rosalia, J Balvin, Bad Bunny, Marshmello, and more.
Working with YouTube Music’s comms team, we secured 400 placements, an 80% increase from Coachella 2018.
Placements garnered YouTube Music
3.3 billion impressions
