Guggenheim Biennial: Live and on YouTube tonight 8PM!

Noticed this morning that the YouTube logo was not as exepcted:The Museum half of the logo execution above links to the YouTube Play channel.  I'm not sure if I somehow missed this in previous years, or if this is a Biennial that begins now, but the custom YouTube channel execution is interesting:

This is leading up to a Live Stream event tongiht at 8pm from the Guggenheim.  Presumably, watch there or live online at 8PM ET: on YouTube Play.  

UPDATE: I just went to Foursquare to link to the Guggenheim, and discovered a special!

"Check in at the Guggenheim’s Art After Dark: YouTube Play event on Fri, Oct 22, 9pm-midnight and enter to win a YouTube Play prize, while supplies last. Show your check in at the Info Desk to win!"

If the Guggenheim can do it, with funding from HP and Intel, can your brand do something this interesting?