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.
2.3M+ Total Engagements
21K Posts created used #Couchella & #Couchella2020
2M Views of documentary on YouTube