YouTube Wireless Festival

Amplify + YouTube Shorts as the authentic voice of creators…

Challenge

In a world dominated by short-form content on Instagram Stories and TikTok, YouTube Shorts needed to shout louder to ensure that people value them as the authentic voice of creators.

So they teamed up with Wireless Festival to cut through the noise.

With such competition for attention, YouTube Shorts collaborated with Amplify to create a stand-out campaign that combined multiple media channels, including; brand experience, out-of-home (OOH), organic and paid social, to help them shout about their brand promise.

Insight

Fans of Youtube Shorts are proactive, not reactive. They make their content without permission and create ‘of the moment’ videos that their audiences love.

Strategy

The fans inspired our campaign.

We wanted to bring their freedom of expression to life at Wireless Festival by creating a uniquely YouTube Shorts campaign and an experience that would encourage festival-goers to express their creativity at the festival, using the platform as the tool to do so.

Solution

The campaign was two-fold.

The integrated OOH and social media campaign that featured three musical talents, Mahalia, Lil Baby and Central Cee, was supported by live brand experiences at the festivals.

The OOH and social media campaign featured music artists that have used YouTube Shorts to slingshot them to superstardom, reinforcing the brand's point of difference as a platform to express creativity and freedom.

At Wireless Crystal Palace, Finsbury Park, and Birmingham, the live brand experience invited our audience to show us their Wireless fit, moves and squad, all within a unique YouTube Shorts space.

‘Listening booths’ in the space played music by the artists featured in the OOH and social media campaign and provided a backdrop for fans to capture their content and share it via YouTube Shorts.

This integrated approach put YouTube Shorts on the map and led to the most Youtube Shorts content ever created from any activation.