Agency: Sparks

THE SETUP: Google Cloud Next offers developers, partners, customers and IT professionals the “what’s now and next” across Google Cloud Platform, G Suite, Maps and Education. It includes 450 breakout sessions, 250 sponsor activations, boot camps for 2,000, an on-site executive briefing center, keynotes with overflow theaters, multiple expo halls, outdoor networking and F&B spaces, […]

“Hey Google, which brand turned its CES activation into a citywide experiential marketing blitz?” Here is the answer: The technology behemoth couldn’t be missed at this year’s show, from the Las Vegas Monorail, to its 6,000-square-foot “playground,” to activations in more than 150 partner booths. The brand’s Sin City takeover was designed to demonstrate how […]

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 […]

Since 2007, Google’s annual and typically sold-out Google I/O conference has treated developers, product partners, educators, students, entrepreneurs and technologists from around the globe to a “show, don’t tell” experience with the brand’s latest products and platform. But every good event marketer knows that at some point it pays to flip the script. For its […]

To the casual observer, Google’s I/O developer conference might have looked more like Burning Man than a business event. And that was by design. In an effort to invigorate the eight-year-old conference and engage the developer community in a less traditional but more meaningful way, Google moved I/O from the confines of the Moscone Center […]