To connect with tech-savvy consumers, Google took its Chromecast and Chromecast Audio streaming products to the iHeartRadio Jingle Ball Village in December, activating an experience that included demos with Google product specialists, meet and greets and other touchpoints. Google also activated a similar experience at Outside Lands in San Francisco last summer. Both events contributed to the brand’s drive to increase awareness and affinity toward the products, which connect content from apps to TV or speakers via phone, tablet or laptop.
The bright footprint at iHeartRadio Jingle Ball on Dec. 4 had an industrial-cool feel with natural materials like wood paneling and cable-wire railings. Stepping into the experience attendees immediately saw on the back wall a branded GIF booth with a circular lighted feature that mimicked the shape of the Chromecast logo. On either side were device kiosks connected to HDTV screens above where consumers could test Chromecast and Chromecast Audio on Apple and Android devices alongside product specialists.
There was a temporary tattoo bar in the center of the space with wooden bar stools. (At Outside Lands, the brand activated a slightly larger footprint that included a braid and man-bun bar, and a multi-level lounge area featuring charging stations. There was also a meet-and-greet with indie band Misterwives.) At both events, GIFs could be instantly shared to social media or sent via email or text. Select GIFs were Cast onto main stage screens at both Jingle Ball and Outside Lands.
Chromecast infused surprise-and-delight moments including randomly selecting consumers to receive the products. At Jingle Ball, the brand randomly gave away tickets to the main arena show, while consumers had the opportunity to meet up-and-coming stars Conrad Sewell and Laura Marano.
“One of our goals was to drive engagement and understanding of the product through on-site trial,” says Deirdre Findlay, global-director, hardware marketing at Google. “One of the things I love about doing these types of events is when you see that magic a consumer experiences when they tap that Cast button and see content move from the phone to the big screen in front of them, so it was a great opportunity for us to really enforce that.” Agency: Grow Marketing, San Francisco.