In a world where people automatically think cat videos when they hear YouTube, how do you get consumers to associate YouTube TV with live TV?
How about we hijack The World Series?
All it took was a simple media buy and a perfectly placed logo behind home plate, making the live broadcast look like a YouTube video. Then we followed up with banners, social media, in-game signage, and pushtheplaybutton.com to reinforce our claim that YouTube TV is the best place to watch cable-free live TV.
This led to a double-digit lift in YouTube TV brand awareness and Webby nomination for the Events category.