Google Samples its ‘Wallet’ App with In-store Spree - Event Marketer

Google Samples its ‘Wallet’ App with In-store Spree

DB_Google_2012 Book
Brand: GOOGLE
Agency: R/GA
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2012

After launching Google Wallet, an app that turns mobile devices into virtual wallets, Google needed to help consumers understand how the service works.

The company teamed up with American Eagle Outfitters in Times Square to create the Google Wallet Tapping Spree. At the store, customers were greeted by a brand ambassador who invited them to try out the app while shopping in the store for exclusive offers. Each participant got to borrow a Nexus S 4G phone, which had been pre-loaded with the Google Wallet application and a $10 gift card. Reps explained the device’s basic features and gave customers a brief overview of how to tap Google Wallet for information and clues, as well as how to find discounts throughout the store. Customers could also be photographed for American Eagle’s 15 Seconds of Fame experience, which was projected on a five-story digital sign that covered the facade of the flagship store.

Customers shopped for over an hour on average and spent an average of $78 on clothing and accessories. Over the course of the three-week campaign, customers used the phones and Google Wallet to buy $326,722 worth of merchandise.

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