Google Targets Travelers with Laptop Loan Program - Event Marketer

Google Targets Travelers with Laptop Loan Program

DB_Google Chromebook_2012 Book
Brand: GOOGLE
Agency: MKTG
Year: 2011

Outside of demos at consumer electronics retailers, sampling opportunities can be tough to come by for marketers of laptop computers—particularly when the target consumer is the on-the-go business traveler.

Google turned that challenge into an opportunity by loaning Chromebook computers—laptops that run on the company’s Chrome operating system—to travelers flying on Virgin America from San Francisco to Boston, Chicago O’Hare or Dallas. Travelers could use the laptops for the duration of their flight, then return them to an agent when they landed. Google also set up Chromebooks for travelers to try at airport kiosks and in rooms at Ace Hotels. Those placed at the hotels were loaded with an app, created with Ace, that provided guidance on things to do and places to visit while they were in town.

“We didn’t want the experience to be too brief or too typical,” said Heaven Kim, product marketing manager at Google. “Travelers are a good market because they are open-minded and in need of something like this. This provides users a good experience with the product in the right context.”

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