By Sahil Patel
When I spoke with Fullscreen COO Ezra Cooperstein in advance of VidCon, he spoke about how attending the annual conference would be an “eye-opening” experience for traditional media companies and big brands. “It’s one place where traditional media and brands get the chance to see what YouTube looks like in real life,” he said. “There is this entire behavior change that is happening around the consumption of content, which, if you are a Fortune 500 brand executive, you really don’t know unless it’s happening in your kid’s bedroom. You see this first-hand at VidCon.”
This year, Fullscreen decided to facilitate that process. Yesterday, the network invited a bunch of its brand and big media partners to VidCon and took them on a tour of the expo hall. After the tour, Fullscreen brought in a handful of top talent within its network — about six or eight including Devin Super Tramp and Tyler Ward — to have one-on-one conversations with the company’s brand and media partners.
The idea behind this type of tour and meet-and-greet makes a lot of sense. It allows brands and media companies to witness with their own eyes how bonkers teenagers get around their favorite YouTube stars.* Then they actually meet some of the talent driving this change. On the other side, this gives Fullscreen talent a door into the traditional media world, something that can be difficult if they don’t come across as a typical TV star.
Fullscreen says it has been wanting to put together a meet-and-greet for some time now. The company decided VidCon was “the perfect place” as it would also offer a window into the kind of appeal Fullscreen’s top talent have. It’s very likely that the company does more of these going forward.
*Bonkers is really the best way to describe it.