The Meeting
The Meeting
YouTube has more than 2.5 billion monthly users who collectively watch more than one billion hours of videos each day.
01 TENSION
YouTube Ad Sales Division was looking to drive B2B sales in a market where traditional TV media planning is still king.
02 STRATEGY
To educate and entertain Marketing Directors at Fortune 500 companies about YouTube’s interactive and exclusive features, compared to its more passive counterpart: TV.
03 IDEA
The Meeting: the first-ever interactive web series where viewers direct the show.
WATCH THE INTERACTIVE SERIES
Note: This web series was released on YouTube when the ‘overlay feature’ was available on the platform. This feature is no longer applicable to this project.
Instructions: While the feature is no longer available on Youtube, for screening purposes, I isolated the main story from the two subsequent narratives below. Please watch the first video and then choose a second one. Play all the videos to see the full spectrum of story possibilities.
Initial Narrative
Interaction 1
Interaction 2
The Italian version
Trailer
Episode 1 - The Dog-brella
Episode 2 - The Big-wig
Episode 3 - The Fur-dunkin
Episode 4 - The Q-jumper
Episode 5 - The Sleep-stand
“A breakthrough B2B experience.”
– Vincenzo Tortora, Head of Consumer Marketing at Google
04 RESULTS
+250%
YoY Ad Sales
3+ mln
Impressions
4
Initially launched in Italy, the campaign was dubbed and adapted across Spain, Netherlands and Germany, making it one of the most successful YouTube B2B campaign of the year.