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COCA-COLA CASE STUDY
Young Hollywood teamed up with Coca-Cola to bring viewers exclusive coverage from some of the hottest destinations and events in 2010. Campaigns featured Coca-Cola products including vitaminwater, smartwater, Fuze and Powerade.
YH STUDIO
CHALLENGE
Glacéau was looking for innovative new platforms to reach its target audience and high-profile clientele through organic branded celebrity content.
STRATEGY
YH produced an extensive online and offline campaign of exclusive content integrating Glacéau brands vitaminwater, vitaminwater zero and smartwater. Glacéau was the exclusive beverage sponsor of the YH Studio at the Four Seasons Los Angeles at Beverly Hills – the first studio of its kind. Product was organically integrated within the space and into video segments, allowing for hands on exposure to notable celebrities and industry tastemakers.
RESULTS
YH created over 200 customized segments featuring the vitaminwater, vitaminwater zero and smartwater brands. The beverages were seamlessly integrated into segments via verbal mentions and product placement, as well as at hosted private cocktail and product sampling events for VIPs and industry executives. All segments lived on a branded video channel housed on YoungHollywood.com and received extensive distribution across several publisher networks – receiving over 100 million impressions to date.
Result: Over 140 Million Total Impressions
SUPER BOWL XLIV
CHALLENGE
Glacéau was looking for innovative new platforms to reach its target audience and high-profile clientele through organic branded celebrity content.
STRATEGY
YH’s crew tagged along with Carrie Underwood as she prepared for The Super Bowl. YH worked closely with vitaminwater and Carrie’s team to organically integrate vitaminwater messaging into the exclusive content.
RESULTS
YH’s Carrie Underwood segment received homepage placement on Yahoo! and Yahoo! Sports Super Bowl Sunday, as well as additional television distribution, airing on EXTRA, and digital distribution including AskMen.com, JustJared.com and EXTRATV.com. Segments received Homepage placement on Yahoo! Sports, Metacafe, OMG, AskMen.com and Yahoo! Movies.
Result: 41,990,000 Total Impressions
SUNDANCE FILM FESTIVAL 2010
CHALLENGE
Vitaminwater was looking to maximize their online and offline presence at Sundance through strategic placement and product interaction with high profile festival attendees.
STRATEGY
YH produced four days of extensive co-branded original video content, capturing the full Sundance weekend experience through exclusive event coverage, gifting lounges and on the street interviews. Vitaminwater product and messaging were organically integrated within each segment.
RESULTS
YH delivered 20 customized segments integrating the Vitaminwater brand that live on a branded video channel housed on YoungHollywood.com. Coverage gathered was edited together into a 30-minute episode of “VIP Access” on Hulu, presented by Vitaminwater. Segments received Homepage placement on Yahoo! Sports, Metacafe, OMG, AskMen.com and Yahoo! Movies.