Case Study: OK Google

OK Google involved three consecutive events in London, Paris and Hamburg, with the aim of introducing the press to the brand's new innovations and features.

OK Google
OK Google

The core objective of Ok Google was to introduce key press attendees to innovations and features such as Voice Search, Maps and Google Now and to show how Google can be an intelligent assistant, with the potential to make everyday life simpler.

Brandfuel's brief was to design an environment that facilitated direct interaction with Google products in real-life scenarios. The main aim was to immerse invited business and consumer press in an experience so memorable they would want to share it with their readers.

The agency designed three consecutive events in London, Paris and Hamburg. The environment had to be reflective of Google, but not a corporate environment. The audience were invited on a journey that took them through a series of different rooms representing specific themes.

In the registration-and-device cafe, attendees were welcomed and guided through a demonstration where they had to download an app and then familiarise themselves with it.

Long Haul Hero was a Taiwan street scene where Google Translate enabled guests to interact in Mandarin to find out what they needed in a market. They then moved on to a professional kitchen scene with a chef actor barking orders at them, where they had to use Google Search to create the perfect dish with real ingredients.

The final two environments were a red carpet, where attendees used the Photos app to take snaps of make-believe movie stars at a film premiere, and a working environment on a train, where guests were on the Eurostar with Paris-to-London sights whizzing past the windows. They had to use Google Drive and a live Hangout to work together to meet deadlines.

The events exceeded all targets and generated conversations around the innovative technology and the nature of the events themselves, with more than 2,000 Twitter mentions, six million impressions, 200 story leads and more than 100 online and print stories.

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