How VidCon Attracts "the Most Media-Savvy Audience in the World"

The 10th edition of the online video conference targeted Gen Z with colorful, interactive booths and lounges that encouraged creativity.

Claire Hoffman

July 25, 2019

Another photo activation from MTV was inspired by popular music videos from 2019.Photo: Courtesy of MTVANAHEIM, CALIF.—In 2018, VidCon general manager Jim Louderback proclaimed that VidCon attracts “the most media-savvy audience in the world.”

That idea was once again on display at the 10th edition of the convention, its second since being acquired by Viacom. The four-day event, which ran from July 10 to 13 at the Anaheim Convention Center, drew 75,000 fans, video creators, social media influencers, and other industry attendees.

This year, the convention—which was named to BizBash’s list of Southern California’s top 100 events again this year—tested out some formatting changes, most notably with the addition of six-minute case studies, a series of rapid-fire presentations from the likes of Netflix, Microsoft, Chipotle, and Electronic Arts.

The convention also featured the inaugural pet programming zone this year, co-hosted by animal-focused YouTube channel The Dodo. The area offered panels on how to turn your pets into social media stars and featured meet-and-greets with famous animals including Sunglasses Cat, Escobar the Bearded Dragon, and dog and pig duo Pickles and Dill.

In another shift from previous years, TikTok was arguably the biggest winner of the weekend: The short-form video platform—which has 1.2 billion monthly users and was the third most-installed app worldwide so far this year—had a presence at VidCon for the first time. While popular YouTube creators were given extra security and private transportation after massive crowding in previous years, TikTok stars were still largely accessible to fans, generating the weekend's biggest buzz.

One place that TikTok stars were not accessible, though, was the platform's ultra-exclusive—and ultra-buzzy—after-party at Bowlmor Lanes. The guest list was strict: Only creators could enter, meaning fans and marketers were stuck following the festivities from afar.

One thing stayed the same, though: Brands such as YouTube, Facebook, MTV, Adobe, NBCUniversal, and more asked the Gen Z-focused crowd to embrace their creative sides at colorful, interactive booths, lounges, and activations. Here's a look inside some of the weekend's brand highlights.

Facebook

Facebook had two different spaces at VidCon this year, making for the social-media platform’s largest VidCon footprint yet. A private creators lounge gave V.I.P. attendees a place to relax and learn more about amplifying their content on Facebook.

Photo: Steve Bitanga

The lounge had a variety of backdrops where creators could take photos and create videos.

Photo: Steve Bitanga

The lounge also had a fruit stand, playing on the idea that Facebook content is “100 percent organic.”

Photo: Steve Bitanga

Facebook also had a large consumer booth on the show floor. The Facebook Watch House offered a viewing space to watch full-length creator videos and episodes from original Facebook series. Meanwhile, a variety of themed rooms asked attendees to work together to unlock photo opportunities and win prizes. The “glam room” had photo ops and special-edition custom face filters.

Photo: Steve Bitanga

In another photo-friendly room, guests tried to beat Steph Curry in a virtual basketball game and challenged friends to a jump contest. A third space, called the “chill room,” had a hot tub and a confessional video booth.

Photo: Steve Bitanga

Twitter

Twitter hosted a lounge designed to be an oasis for creators, offering a chance to relax, create Twitter-branded swag, and capture content. The social platform worked with NA Collective on the space.

Photo: Courtesy of Twitter

The lounge also promoted Twitter ArtHouse, a new initiative announced at VidCon. The program is designed to connect brands with influencers, artists, and editors who can help them design Twitter-focused content.

Photo: Courtesy of Twitter

MTV

MTV's booth on the convention floor drew more than 3,000 unique fans throughout the weekend. The space had multiple activations, including a Video Music Awards-inspired red carpet moment with an oversize moon person trophy.

Photo: Courtesy of MTV

Another photo activation from MTV was inspired by popular music videos from 2019.

Photo: Courtesy of MTV

The booth also offered glitter makeovers, free MTV swag, and a merchandise station where guests could customize T-shirts and tote bags.

Photo: Courtesy of MTV

NBCUniversal

NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news.

Photo: Mirrored Media

In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself" to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine.

Photo: Mirrored Media

In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards.

Photo: Mirrored Media

Adobe

Adobe engaged with Gen Z creators and fans through speaking sessions and workshops with YouTube creators such as Jessica Neistadt. The software tool provider also created an activation on the community floor called the “Imagination Machine,” which was designed to feel like the inside of one’s imagination. The goal was to get attendees to share their own stories of creativity.

Photo: Courtesy of Adobe

Illustrator Serge Rodas created five “creative alter egos” that attendees could choose between—the day dreamer, the joy jumper, the too cool creator, the giant goof, and the wild child. Guests could dance with their alter egos and create shareable videos and pictures. Adobe worked with advertising agency Giant Spoon on the space; AKJohnston Group handled fabrication.

Photo: Courtesy of Adobe

Fullscreen

Entertainment company Fullscreen created an upscale, moody lounge at the Hyatt Orange Country. Designed and produced by Fullscreen's in-house marketing team in collaboration with AKJohnston Group, the space featured an overgrown foliage archway and emerald green carpet. Black draped walls and trees were juxtaposed with crystal chandeliers and foliage hanging from the ceiling. Floral Crush Studio provided the flowers and greenery.

Photo: Matt Lara Photography

Inside the lounge, a geodesic photo moment had gold mirrors and moss accents. Meanwhile, a stage area, backed by an LED wall, featured over 40 performances from Fullscreen artists.

Photo: Matt Lara Photography

Snapchat

Snapchat's lounge had a bright, beach-inspired feel, with large phone-shape screens showcasing creator content.

Photo: Courtesy of Snapchat

YouTube

As in previous years, YouTube hosted several booths, activations, and parties throughout the VidCon weekend, all designed and produced by MAS Event & Design. In a lounge for FameBit, an influencer marketing platform owned by YouTube, a check-in station had a unique backdrop made from red and white chains.