Jollibee YouTube Fan Feast
Challenge
May 11 and 12, 2017 saw Manila’s largest gathering of local and international YouTube creators: the YouTube FanFest (YTFF). For YouTube creators, the YTFF was an opportunity to engage with their Filipino audience, most of which are teens and millennials who watch videos to be entertained, inspired and stay updated on different trends. As a YTFF co-presenter, Jollibee wanted to celebrate storytelling in a way that aligns with the event’s goal: through experiences that empower creators to share their stories. Jollibee also wanted to appeal to the YTFF crowd’s passion for compelling content.
Game Plan
To create the ultimate Jollibee experience at the YTFF, TeamAsia found inspiration in the idea of a feast, where participants can munch on their favorite food, celebrate with friends, and share the moment online. The resulting experience became the fusion of sight, sound, and feeling that is the Jollibee Fan Feast.
The YTFF opened with the Creator Camp, where aspiring creators learned creative content development from seasoned creators. After the lessons, the Creator Camp participants later created their own Jolly Hotdog unboxing video.
Throughout the YTFF, crowds formed long queues for samples of their favorite Jolly treats: Jolly Hotdog and Cheesy Yumburger, which were also featured prominently in a Kinect game specifically designed for the event. A GIF-maker station allowed attendees to capture their Jolly Hotdog unboxing moment and these GIFs were sent to the participants so they can share them with their friends online.
Both the crowds and creators shared about their experiences through the hashtag #JollibeeYTFF. Photos on social media that used the hashtag were printed on the spot and given as a memento for the participants.
The Fan Feast also had its share of the spotlight at the YTFF stage. One highlight was the surprise appearance of celebrity teen endorsers Bailey May and Ylona Garcia, Jollibee’s official event vloggers. For the Fan Feast’s finale, the Jollibee mascot had a sensational dance showdown with Los Angeles-based choreographer and YouTube creator Matt Steffanina, who has more than 8 million subscribers on his channel.
