To launch vampire—the first single on her sophomore album guts—YouTube partnered with Olivia Rodrigo and her team at Geffen and Interscope Records to craft an artist breakthrough moment campaign that featured exclusive digital content across social channels and the YouTube platform itself, out of home placements, and a unique YouTube Shorts trend “challenge” to drive creation on YouTube’s own platform, and viewership for the official vampire music video, directed by Petra Collins.