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