The Rubik's Cube has remained a cultural staple due to the dynamic way creators leverage online video to study techniques, escalate the challenge, and, most importantly, connect with a global community. From its early days on YouTube, the cubing community thrived by sharing tutorials and tips, but over time, it evolved into a space where the focus shifted to innovative challenges and creative uses for the iconic toy. Between May 2023 and May 2024, YouTube saw over 15 billion views on Rubik’s Cube-related content, highlighting its growing cultural impact.
In celebration of the cube’s 50th anniversary, YouTube sought to honor this vibrant community by spotlighting the ingenuity of cubers. The goal was to celebrate the creativity of the Rubik's Cube community while engaging a wider audience and reinforcing YouTube’s role as the home of cubing culture.
To mark this milestone, YouTube launched a unique activation combining the YouTube logo transformation (Yoodle) with a branded video and a digital out-of-home experience.
By combining immersive experiences with popular creators and a cultural icon, this activation created a multi-faceted celebration of Rubik's Cube culture on YouTube.
This campaign successfully elevated the Rubik’s Cube community on YouTube, both in real life and online. The activation reached millions through various touchpoints:
The entire campaign created a fully immersive story that not only celebrated the Rubik’s Cube but also solidified YouTube’s role as the platform driving innovation and community in the cubing space.
