GOOGLE MUSIC TOUR by BBH New York, Google Creative Lab for Google

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GOOGLE MUSIC TOUR

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Industry Website, Portals
Media Design & Branding
Market United States
Agency BBH New York
Agency Google Creative Lab
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: GOOGLE
Product/Service: GOOGLE MUSIC
Agency: BBH NEW YORK
Agency: GOOGLE
Advertising Agency: (BBH Los Angeles)
Advertising Agency: (Google)
Media placement: Online - music.google.com - 1 November 2011

Describe the brief from the client
Drive registrations for Google Music, by creating an 'about' page explaining its features to potential users.

Describe the challenges and key objectives
Getting users to switch their music service is tough. Music is both a habit and a passion for the average person. So we realised that simply explaining the innovative features of Google Music wouldn’t be enough. We needed something more than a standard ‘about’ page to win the hearts of music fans; something that would represent the spirit of Google music, as well as its function.

Describe how you arrived at the final design
Google's approach to music is about giving fans more of what they want – more control, more free stuff, more sharing. Inspired by this, we turned the ‘about’ page into an interactive music experience that fans would love. The Google Music Tour invites users to build an exclusive song while they learn about features of the service, powered by Chrome’s Web Audio API and Paper.js graphics, running on the HTML 5 canvas. At the end of the tour, users can add the completed song to their Google Music library, creating an extra incentive for visitors to become registered users.

Give some indication of how successful the outcome was in the market
After the successful launch of Google Music in November 2011, Google felt confident enough to roll out its full entertainment offering, Google Play, in March 2012.