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.

• For more in-depth features, as well as case studies and breaking news, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Diary of a delegate: Undiscovered Azerbaijan

Diary of a delegate: Undiscovered Azerbaijan

Exploring the emerging destination’s modern and medieval experiences in Baku, Gabala and Sheki.

Brands at Work appoints new creative director

Brands at Work appoints new creative director

Senior hire brings experience from a range of sectors that will help the agency meet the evolving needs of clients.

In pictures: Four Seasons Hotel Bangkok opening March 2020

In pictures: Four Seasons Hotel Bangkok opening March 2020

The hotel at Chao Phraya River offers indoor and outdoor event spaces in the Thai capital.

Judges announced for C&IT Awards Americas

Judges announced for C&IT Awards Americas

The inaugural C&IT Awards Americas will be judged by a mix of regional and global event professionals.

Ditching ‘swag bags’ and tackling the problem of food waste

Ditching ‘swag bags’ and tackling the problem of food waste

Corporate event planners spoke about ways to reduce waste and make conferences more sustainable.

‘I thought having children would have no impact on my career in events’

‘I thought having children would have no impact on my career in events’

One event professional discusses the struggle to balance work and life as a mother of a two-year-old.

Six new recruits for Venues and Events International

Six new recruits for Venues and Events International

Swindon-based event agency expands its team, including return of two former employees, after new client wins.

‘Glorified schedule apps' among top tech concerns for event planners

‘Glorified schedule apps' among top tech concerns for event planners

Delegates discussed their main aspirations, groans and gripes about tech during a roundtable at C&IT's Corporate Forum.

Case study: Nissan’s royal relaunch

Case study: Nissan’s royal relaunch

A revolving stage and 3D animation helped showcase the new Patrol SUV to an audience of VIPs, including UAE's royal family.

OrangeDoor appoints new managing director

OrangeDoor appoints new managing director

Event agency reinforces its senior leadership team to focus on ambitious global expansion plans.

LATEST JOBS