Google Promo FOR EVERYONE TIMES SQUARE TAKEOVER by Google Creative Lab

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FOR EVERYONE TIMES SQUARE TAKEOVER

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Industry Portals
Media Promo & PR
Market United States
Agency Google Creative Lab
Released December 2012

Credits & Description

Advertiser: GOOGLE
Agency: GOOGLE CREATIVE LAB
Category: Viral Film
: (Gretel)
: (The Rumpus Room)
: (Google Creative Lab)

Client Brief Or Objective
Chromebooks were launched as a computer For Everyone. We positioned the Chromebook as a high-quality laptop for families looking for an affordable secondary computer. Over the biggest shopping weekend in the US, November 23rd-25th 2012, we took Chromebooks to one of New York's most iconic locations: Times Square. We turned the city's biggest screens into an experience powered by everyone. Our goals were: to generate millions of impressions, and get thousands of people to interact with our experience.

Implementation
We positioned Chromebooks as the perfect holiday gift for family and friends. We gave people the opportunity at the beginning of the holiday shopping season to say what they thought Chromebooks were for by posting messages in real time to two large Times Square screens that ran Chrome browsers. People created and shared messages through either a mobile web app, desktop site, street team or demo stations. Through the co-ordination and integration of these efforts we projected double digit sales growth over the holiday weekend.

Outcome
Over the three day Black Friday weekend we were able to exceed our goals. We drove both high awareness through reach as well as an unprecedented volume of sales traffic to Chromebook.com. By the end of the Black Friday weekend Chromebook was the #1 selling laptop on Amazon.com.RESULTS- 4m+ impressions- 1,000s of message submissions from 103 countries- 1,000s of pieces of sales collateral distributed- 56%+ increased traffic to Chromebook.com- 1 impromptu marriage proposal post to the screens (she said yes)

Relevancy
The vision of Chrome is an open and better web for everyone, everywhere. Our Times Square execution put this vision at the centre of its engagement architecture, as we wanted to allow anyone who wanted to participate -regardless of device, operating system, browser, tech savviness, and even geography- to be able to do so. By letting any visitors upload a photo and add a message caption in the style of the rest of the campaign, the Times Square execution made democratisation -the central message of the Chromebook’s 'For Everyone' campaign- an element of the campaign itself.