Best Practices

VidCon recon: Play to your audience

How this content creator hub hooks Gen Z with unforgettable fun

From URL to IRL 

VidCon converges the world’s best creators, media masterminds, and fans to experience all the wonder and magic of online content — and brands like Meta, TikTok, YouTube, and Spotify add to the experience with activations custom built for this audience. 

Through an always-on platform that includes newsletters, virtual events, and constant content, VidCon does a masterful job of connecting and building its community where they live — online. But the in-person event had become a fan-favorite for this virtually minded audience.

So what happens when the live event has been offline for three years — how can VidCon deliver an IRL experience that reinvigorates the energy and excitement of its community? 

Community-driven dedication

Thanks to a solid, five-year partnership, VidCon and Freeman collaborated to design and produce an unforgettable, immersive experience tailored for its audience, made up mostly of Gen Z and millennial creatives — tailoring for these groups means making sure there’s plenty of space to chill and get creative.

It also means creating the foundation for activations that put attendees in the driving seat to navigate their own experience. Our production teams focused on attendee flow, maximizing space across venues, and growing sponsorship activations to wow attendees. 

Share-worthy show experience

This one-of-a-kind event fully captures the interest and imagination of its audience by delivering a photo-and-video-worthy experience attendees jump into and then share across the social sphere. Thanks to the long-standing relationship and tight production over the last five years, VidCon’s domestic and international presence continues to expand with a 2022 event in Mexico City and 2023 events planned in Mexico City, São Paulo, and Baltimore.

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