When SEGA asked us to help them bring Sonic back for two new games, our challenge was to make the blue hedgehog relevant to a new generation and build fandom for his whole team of friends. In order to bring those snarky personalities to where the kids were, we needed to go to… (dramatic music!!)… YouTube. In addition to this high-octane TV spot that we produced entirely in-house, our CG wizards teamed up with Smosh to make a video that excited the top-tier YouTubers’ built-in audience. We also activated our ION network, generating tons of Sonic Boom videos on influencers’ channels. Using multiple, relevant touch points, we were able to bring a blue blur of Sonic content to kids on their turf.