Google showcased the synergy between two of its products, Google Home (a hands-free speaker and home assistant) and the Google Play Music service, with block party activations in Los Angeles and New York City featuring YouTube creators demonstrating the products’ uses in “tiny home” environments. The events kicked off Q1 for the brand, and supported the launch of Google Home and major updates to Google Play Music last year. The first event took place Feb 11-12 in Venice Beach, CA, and the second, Feb. 24-26 at Chelsea Market in New York City.
For the events, three influential YouTube creators My Cupcake Addiction (3 million subscribers), Wong Fu Productions (2.8 million) and Us The Duo (1.7 million) each created a tiny home that reflected their personal style and aesthetic. They added décor, wall art and photographs as well as iconic pieces from their YouTube videos and sets. On-site at the L.A. event, My Cupcake Addiction and Wong Fu Productions met consumers face-to-face and product specialists explained how they use Google Home and Google Play Music in their everyday lives and productions. For example, My Cupcake Addiction’s tiny home demonstrated how the two products make her day better by choosing music to bake to, looking up a recipe and checking her calendar, as consumers watched and tested the products themselves. At the New York event, consumers also toured the creators’ tiny houses and met with product specialists inside them. The YouTube creators helped build buzz prior to the two events by pushing videos on how they use the device and service.
On top of the tiny houses, the overall event footprint, designed to look like a neighborhood with turf grass and natural accents, included a GIF booth tied to #GoogleBlockParty and the Wall of Sound, where consumers could see how Google Play Music works by casting music to a wall of speakers via Chromecast Audio. At a concierge counter, guests could learn about a limited-time offer on the device and service as well as speak directly with product specialists. The events featured a Snapchat geofilter, too.
“Our overall strategy was to bring to life how Google Play Music and Google Home work together to give you the right music for what you’re doing right now, hands-free,” says Dee Dee Paeseler, product marketing manager, Google Home. “We shared the synergy of the two products through an integrated campaign which brought together relatable stories of how they can work.” Agency: Grow Marketing, San Francisco.
The overall event footprint was designed to look like a neighborhood with turf grass and natural accents.
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