The task: Convince sports marketing managers from all over the world to include YouTube in their media plan.
The challenge: It must be conveyed that the actual YouTube users are considerably older, and YouTube itself is considerably more multilayered, than marketing managers believe.
The approach: Evaluation of global studies and figures on use of YouTube.
The roll-out: An activating event concept with film and promotion. An emotive and entertaining way for visitors to discover the true facts about the YouTube target group.