VidCon is a massive event with a heavily competitive landscape for brand experiences—especially for short-form video. YouTube Shorts had three objectives:

• Win VidCon: For the first time in a decade, YouTube was not the title sponsor of VidCon. Therefore, creating widespread buzz and maximum attendance was essential.

• Drive Participation: Gen Z needs unique, authentic reasons to share content online. Giving them standout reasons to share on YouTube Shorts encourages quality and quantity of posts.

• Foster Creator Love: Strengthening relationships and loyalty with existing Creators on the YouTube platform is more important than ever. Instilling appreciation and recognition for Creator success and growing fan bases was vital.

YouTube Shorts is the new way to experience the best of YouTube - with all the creators and content you love, now in a short, snackable format. This “bite-sized YouTube” idea came to life as a ’90s-inspired Drive-Thru restaurant at VidCon, and through a scaled at-home competition with a simple prompt: ‘Make Shorts, Get Snacks'. To get Gen Z talking about it and using it, we collaborated with 18 hyper-relevant Creators on custom snacks available only through the viewing and creation of Shorts. This inspired them to share content with curated elements like limited-edition merchandise, themed golf carts, and YouTube Shorts challenge prompts. Alongside it, we also built a 40-foot tall gumball machine in partnership with MrBeast that you could win prizes from in return for making a Short. By tapping into the equity of YouTube Creators, attendees became an active contributor on the platform instead of a passive viewer.

The overarching focus on Gen Z connected all areas with visual and interactive elements that authentically spoke to their community and aesthetic. Our approach focused on creating buzz, driving attendance, and encouraging content creation:

• Relevancy: Create an irresistible on-site experience that would capture the attention of attendees and showcase the utility of YouTube Shorts.

• Authenticity: Work in collaboration with Creators to craft an offering that incorporates inside jokes or references specific to their community, avoiding any corporate marketing feel.

• Exclusivity: Collaborate with Creators to produce limited-edition merchandise that would appeal to VidCon attendees, creating a collectible and memorable experience.

• Virality: Extend the experience digitally to facilitate online engagement and showcase the breadth of the platform, creating a viral virtual takeover.

• Visibility: Offer additional unconventional experiences around the VidCon event to drive traffic to the drive-thru outside, ensuring YouTube Shorts is always present.

The YouTube Shorts Drive-Thru was a two-sided attraction that lasted three days at its 40,000 sq. ft location. Originally an empty parking lot, the restaurant resembled a fast-food eatery on the exterior while featuring a staged interior. The amusement-style experience began with a video menu where visitors selected food items and boarded one of 13 decorated golf carts. The golf carts had different themes, from jean-wrapped to cottage-core, and allowed fans to create their own Shorts while learning about the platform from their driver. At the end of the ride, guests received a custom Creator snack, slushie, and Creator trading cards—handed over directly by their favorite YouTube Creator at the drive-thru window. The event also featured a 40-foot-tall MrBeast gumball machine that dispensed candy bars and other surprises. Additional highlights included digitally displayed Shorts challenges, decorated walls, and entertainment showcases.

At VidCon 2022, YouTube's impact was significant, with Rolling Stone naming YouTube Shorts one of the most visible brands at the convention. Below are successes directly aligned with the goals for this experience, solidifying YouTube's position as a leader in short-form video content and the preferred partner for Creators:

Win VidCon:

• 17,000 visitors to the Drive-Thru

• 65% social share of voice

Drive Participation:

• Inspired 34,000 unique Shorts Creations (40% from new Creators, 55% from Gen Z)

• 48 million views, 13 million likes, 184 million hours of watch time

Creator Love:

• 100% of Creator participants felt valued

• 80% of Creators strongly agree that YouTube is the best place for Creators and felt confident about their future on the platform