The Basics: This mass media conglomerate, which was formed through the merger of CBS Corporation and Viacom in December 2019, encompasses a slew of well-known global brands including Paramount Pictures, CBS Entertainment Group, MTV, Nickelodeon, BET, Comedy Central, and Showtime. And in 2020, as the newly merged company tried to meld its properties, it also faced the added pressure of the economic effects of the pandemic. But thanks to its production prowess, ViacomCBS had an advantage over other brands when it came to pivoting to virtual events, as seen in MTV’s XR-heavy Video Music Awards show and VidCon Now. The company also hosted its first Virtual Community Day, mobilizing employees to volunteer safely with communities and organizations of their choice.
The Weeknd performed at Edge at Hudson Yards for the 2020 VMAs. The ceremony featured a mix of live and taped performances that were filmed in New York, Los Angeles, and even South Korea.Photo: Getty Images
“Being able to adapt an event that hosts upward of 80,000 people, along with the most influential creators in the world, to an immersive virtual experience takes a lot of skill, planning, and guts, and the team did an incredible job, by creating a platform that made VidCon even more accessible to our fans," said Steingart. "And [by] spreading it out over the summer rather than condensing over a couple of days, we were able to program to the moment and allow our fans to plan how and when they’d like to engage with us.”
Fans had the chance to interact with VidCon co-founders John and Hank Green, former Twitter executive Bruce Daisley, creators such as Calle & Poché (pictured), and more.Screenshot: Courtesy of VidCon Now
Lessons Learned: Steingart shared some key learnings from the past year: “There is always another way; challenge creates opportunity and innovation. Have a short memory; if something doesn’t work, use that learning to make your next event a success. Virtual allows fans to sample events that otherwise they might not have been able to go to.”
What’s Next: VidCon organizers recently announced they are planning the summer 2021 event in its regular home at the Anaheim Convention Center. Two digital ticketing options will be available: one grants access to the livestreams of fan-focused sessions and the other includes on-demand access to VidCon’s Industry and Creator Track workshops, panels, and keynotes.
Like for other brands, designing experiences for both in-person and at-home audiences will become the new normal, says Steingart. “While we all want live and on the ground in front of fans to return, the opportunity to broaden our fanbase and introduce new consumers to our event via virtual extensions can’t be ignored,” he explains. “Our research has shown that this virtual sampling leads to an increase in intent to intend in real life. We anticipate our festivals, cons, tours, and pop-ups to be back in virtual, hybrid, or real life as we get into [2021].”
VidCon Now hosted an “Instant Influencer Challenge,” where aspiring makeup artists submitted a 45-second video showcasing their best rainbow-inspired looks.Photo: Courtesy of VidCon Now
