A significant over delivery on YouTube's Football World Cup sponsorship

The Brief

YouTube shorts are the short-form section of popular video-sharing website YouTube, and are a great way to connect with a new Gen Z audience using only a smartphone.

YouTube specifically wanted to run their activities around the 2022 World Cup. With the aim of reaching a core audience of Gen Z football fans to supplement Google’s linear TV partnership with ITV.

With Gen Z viewing patterns being difficult to decipher, C-Screens identified the creation of fan-zones as a way of reaching this light-viewing football fan audience.

Campaign period:

20th Nov – 18th Dec 2022.

Campaign

C-Screens worked with Powerleague and other partners to create a series of World Cup Fan Zones with large-format screens showcasing the tournament. Putting together a bespoke sponsorship package for YouTube, incorporating branded environments, sponsorship idents and on-screen spot campaigns.

C-Screens identified areas that indexed highly for the Gen Z audience they were looking to engage with, fand created on-site sponsored fan-zones in Manchester, Birmingham, London and Essex.  This collaboration involved YouTube branding being seen across screens, car parks, pitches and bars.

Results

With a renewed company focus on sustainability, our new engineering team used recycled materials from previous events to construct our large-format screens, creating our most sustainable pop-up event to date.

Sponsorship Total: 3, 828,000 impacts

AV Spot Total: 2,045,000 impacts