THE ASK: Kia Soul wanted first-to-market digital & social culture opportunities that would tie them to unique music moments.

MY SOLUTION: Created an exclusive title sponsorship with the inaugural YouTube Music Awards, a reimagined global live-streamed, unscripted music awards show

HOW IT WORKED: A cross-platform, global activation, including on-site, digital and social activations and extensions, as well as custom live interstitials with YouTube influencer talent

THE RESULTS: Kia-branded content achieved over 73 million video views in the first year and led to renewal and activation of a Year 2 partnership.