Google Think Series Offers Customized Experiences - Event Marketer

Google Think Series Offers Customized Experiences

DB_Google6_2015 Ex
Brand: GOOGLE
Agency: MAS EVENT + DESIGN
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2015

Is it possible to deliver a personalized event experience to each and every one of your attendees? For its 2014 Think Event series, Google did just that with a customized event experience that amplified on-stage programming and entertained clients in a uniquely Google way. Using a series of custom-built experiential solutions, every attendee was taken on a personalized “Think Event Journey” that felt as though the event was designed specifically for them, and only them.

There were numerous standout components involved in creating this custom experience, all of which were made possible by RFID registration. The first was the Think Event Registration app, which collected client-specific information regarding their favorite hobbies outside of work (sports, movies and TV, fashion and beauty, cars, food and tech), as well as their favorite beverage, alcoholic or not. This collection process went hand in hand with the next component of custom activation—the Personalized YouTube Ads Leaderboard. Attendees would walk up to the touch screen, scan their badge to check in, and upon doing so, see a curated list of the year’s top YouTube ads based on the hobbies they had expressed interest in on the registration board.

Google hosted 955 clients at five events, delivered 803 pieces of “Think with Google” content to clients’ inboxes, streamed an average of 850 YouTube ads per event via the Personalized Ad Leaderboard and served more than 250 drinks per event using the Google Express Bar. Cheers.

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