YouTube Drive-Thru, VidCon Activation

Case StudiesCampaignsEvents and Activations
Written By Dana Bruington

THE ASK When TikTok took over as VidCon's main sponsor, find a way to keep YouTube in the cultural conversation — just outside the gates.

MY ROLE Creative Leadership, Team Design, Creative Oversight

THE WORK The first-ever YouTube Shorts Drive-Thru — a fully bespoke take-out experience just outside VidCon grounds that brought fans closer to their favorite creators. Over three days, 17,000+ fans rode through on one of 13 custom golf carts, choosing from a menu of 18 creator-inspired snacks, catching surprise appearances from YouTube Shorts creators, live musical performances, and a 40-foot Mr. Beast gumball machine. The kind of idea that sounds insane on paper and unforgettable in person.

THE OUTCOME 17,000+ fans over three days. Took home the Chief Marketer PRO Award for Best Use of Experiential.

Dana Bruington
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