In 2018, YouTube TV sponsored the World Series and launched their new brand line, “Watch like a fan.” We were tasked with bringing this line to life on Twitter, helping them define YouTube TV as not just a live TV service, but a live TV experience. Changing the conversation from what you watch, to how you watch live TV.

We scoured over 573,443 tweets during the World Series to develop the YouTube TV Fan Awards; a first-of-its-kind award show that celebrated fans and their original content created during the live event. Partnering with baseballs biggest stars, like David “Papi” Ortiz, we made 15 one-of-a-kind trophies to award to our winners. The trophy was a golden GOAT wearing a rally cap (a cap worn inside-out to will a team to victory), a nod to the fans we considered the “Greatest of All Time”.

Every year, Live TV loses subscribers to companies like Hulu, Netflix and HBO who are causing them to cut the cord, dump cable and just keep their wifi. Since YouTube TV is cable-free live TV, we targeted live events that consumers loved to watch, live. The research pointed us to live sporting events, specifically sports first consumers who love their live sports, but hate cable. So how do we reach them? We used the growing trend of second screen multitasking and joined in on the conversation online. Targeting them where they wanted to be heard, and let them know YouTube TV was listening.

From concept to final design, we took an overly complicated process and shortened it in order to print trophies live during the World Series and deliver them as the series was still happening. A 3d model of our sketch was made in Luxology Modo, and then used for client reviews. The 3D model was then printed using a Form 2 SLA printer, a new printing technology that uses lasers to print models in layers, bit by bit. Finally, they were painted gold and a plaque was added, ready for delivery.

Every single winner celebrated and tweeted pictures of their winning custom trophy leading to tons of online engagement and brand equity, helping YouTube TV reach the #1 spot in audience impressions during the 2018 World Series with over 285 million.