Google Transforms I/O With an Outdoor Festival Vibe - Event Marketer

Google Transforms I/O With an Outdoor Festival Vibe

DB_Ex 2017_Leap of Faith_Silver_Google
Agency: SPARKS
Year: 2017

For years, Google’s evergreen I/O developers conference, like all b-to-b events, took place in a convention center. Every year. In a convention center. The same format. Over and over again. For a brand like Google, the “same old thing” was eventually no longer an option. It was time to take a leap. A leap of faith to turn this event into something that had never been done before.

And so, nearly a decade after what began as Developer Day on Google’s campus in 2007, Google brought it all back into its backyard for a three-day, two-night immersive outdoor festival held across 10 acres at the Shoreline Amphitheater in Mountain View, CA.

With a new laid-back, outdoor music-festival vibe, the event was programmed with 380 speakers in 190 sessions, 18 Google product teams in a developer sandbox, 85 hands-on Code Labs, two evening events featuring chart-topping artists like Charli XCX and Kygo, and a spectrum of festival-inspired structures and experiences. Over 625 I/O Extended events hosted in 90 countries garnered 22 million minutes of watch time via I/O Live, making it the largest I/O ever.

While the overall programming was indeed festival-inspired, the backbone of the event was content curated specifically for developers, appropriately designed structures based on the technologies being demoed, and creating a cohesive attendee experience

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