Coachella: 20 Years in the Desert on Youtube

Social Campaign

The beloved Coachella music festival is back... all from the comfort of your couchella

Challenge: YouTube needed to rally the Coachella community around their original documentary in a COVID-concious manner.

 

Solution: Provide a unique experience from home:

  • New Messaging: give the term "couchella" a whole new meaning.

  • Couchella: eventize doc viewing in lieu of the festival.

  • Throwbacks: utilize nostalgia as cultural currency.

  • Artist-first: focus on iconic past performances.

Results: 

  • 2.3M+ Total Engagements

  • 21K Posts created used #Couchella & #Couchella2020

  • 2M Views of documentary on YouTube

Social Snapshot