YouTube Music x Coachella
[via rqagency.com] As the official streaming partner of Coachella 2019, YouTube wanted to raise awareness around the YouTube Music app.
APPROACH
RQ developed a 3-part program including an influencer experience, artist pedicab surprise-and-delight takeover, and press amplification. 20 influencers with existing relationships to the brand were invited to travel to Coachella on a branded, decked-out shuttle. Attendees were gifted VIP tickets, Google Pixel 3 phones and additional swag to accompany their journey. Absent of any fees, the experience and brand touchpoints inspired the influencers to share their experience on social.
RESULTS
13.1 million impressions and $1.1 million in social media value. With added amplification via press outreach and artist interviews, YouTube Music received 3.3 billion PR impressions from 400 placements and $16.5 million in earned media value, an 80% increase from 2018.
Project Overview
Client: YouTube, Google Pixel
Campaign: Road to Coachella
Agency: RQ Agency
Date: April 2019
Services: Brand Strategy, Account Management, Event Production, Influencer Strategy Graphic Designer: Kayla Griffin
Emma Chamberlain
Branded bus
Donté Colley at the Take Me to the Desert brunch
Veronica and Vanessa Merrell, known as the Merrell Twins
Singer-songwriter Naomi Wild
Joey Graceffa
Pedicab branding
Jerome Lamaar
Singer and actor, Quincy Brown
Pedicab branding
Road to Coachella pedicab experience