I'm feeling Lucky... Machine
Wanting to drive awareness of Google Store amongst a very desirable audience, the young and influential SXSW attendees, the team took a cue from the eponymous CTA on Google.com.
Our social media team and agency concepted a giant toy claw machine that dispensed Google Store products. Rana was on point to ensure that the execution adhered to brand excellence and evoked a premium experience. (And, unlike the real life arcade counterpart, wouldn't leave players feeling robbed of their money or time.)
The installation was a hit! People waited in line for an hour for a chance to win a Nexus 6 phone, Pixel C tablet, or a Chromecast. To capitalize on social media opportunities, a photo dome was added inside the center of the machine, and image sharing was encouraged using #GoogleStoreClaw.
There were 21K Periscope followers throughout the week, over 2400 Twitter mentions, and 27M impressions on Twitter and Instagram.
