Google Library Lends Chromebooks to College Crowd - Event Marketer

Google Library Lends Chromebooks to College Crowd

DB_Google5_2015 Ex
Brand: GOOGLE
Agency: GROW MARKETING
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2015

For students at a dozen college campuses across the country last fall, taking a trip to the library went from stale to stimulating as Google’s lending experience took hold. The technology titan’s six-week national tour put its lightweight and speedy Chromebook laptops directly into the hands of college students, who were invited to borrow the devices from sleek pop-up libraries positioned in highly visible locations at the heart of campus life.

Leveraging the insight that students increasingly work in the cloud and often lug their heavy laptops with them to class, the activation was designed to allow students to take Chromebooks for a multi-day test-drive and experience its benefits first-hand. Playing off the classic library metaphor, Google temporarily hunkered down at public and private universities across the U.S. where students could get personalized demos and check out a Chromebook for up to four days.

To borrow and return devices, the Lending Library was open four days a week from 10 a.m. to 4 p.m., which was identified as the most popular time to be on campus (although seeing college kids out of bed before noon seems to defy logic). To ensure a smooth procedure, a lending app was created in order to help Google crews streamline the process. But the experience didn’t end there. Located directly in front of the Lending Library sat high-top tables, offering a place for students to set up their Chromebooks, hop on complimentary Wi-Fi and chat with friends or finish homework between classes.

Perhaps the most buzz-worthy element of the activation, however, was the “surprise pop” component. Taking a cue from the Willy Wonka golden ticket experience, Google placed surprise tickets into 30 random Chromebooks at select campuses. During the checkout process, a member of the lending crew opened the laptop and if it included a ticket, handed the lucky student a brand new Chromebook to keep.

Post-event survey metrics indicated a high purchase consideration rate among students who engaged in the activation. In addition, the pop-up experience generated 1.54 million #ChromebookforCollege hashtag impressions on Twitter. This is one lending service that plays for keeps.

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