Google Mesmerizes Festivalgoers With a 'Music Block' - Event Marketer

Google Mesmerizes Festivalgoers With a ‘Music Block’

DB_Google_consumer Env_EX 2017
Brand: GOOGLE
Agency: JACK MORTON WORLDWIDE
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2017

Google Play Music has not always been as well known in the music streaming space as Spotify and Pandora. But its offering is quite different. With this in mind, and the desire to increase market share, Google Play Music went after millennial festivalgoers with a cube activation called Google Play Music Block at Panorama Festival on New York City’s Governor’s Island that delivered larger-than-life visual and audio demonstrations of how the service personalizes the music experience for users.

The 30-foot LED-covered cube structure displayed 36 hours of unique content that reflected festival happenings in real-time. The custom-built software reacted dynamically to auditory cues from the main stage and to contextual cues such as weather, time of day, current events and social sharing.

For instance, when temperatures got hot, the Google Play Music Block “showered” digital popsicles reacting to the music—while brand ambassadors handed out real popsicles to festivalgoers. Ahhhh. Then at sunset, the “Block” displayed paper lanterns ascending into the sky and disco balls with reflections of the sunset. When music fans tagged #PlaytheBlock to Twitter or Instagram, it reacted by broadcasting their content 30 feet high for all festivalgoers to see. And when news spread that David Bowie had passed away, his albums popped up on the displays, and Arcade Fire came to the Block to perform a Bowie tribute.

The digital experience aside, the Block offered physical advantages as well, including a rooftop deck with 180-degree views of the New York City skyline in the background. Music to our ears.

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