CAMPAIGN: GOOGLE AT SXSW P - Event Marketer IT... · 2019-10-17 · CAMPAIGN: GOOGLE AT SXSW...

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63 www.eventmarketer.com AUGUST 2012 EVENT MARKETER CASE STUDIES OF EXCELLENCE THE 2012 SPONSORED CONTENT CONTACT INFO ROBIN LICKLITER [email protected] 215-602-8104 SPARKSONLINE.COM P art of what makes Google such a fun place to work is that there’s always something going on: diverse talks, lunchtime concerts, impromptu game tournaments, you name it—all wrapped up with a collective passion for building a better web. So when the time came to discuss this year’s activation for SXSW, the resulting plan was simple: a brand experience that took a bunch of things everybody loves about Google and brought them all down to Austin. The fun kicked off during Interactives Week with the opening of Google Village—labeled one of the “coolest hangouts” an official venue off the beaten path (nice). Google took over Rainey Street (just a few steps away from the Austin Convention Center), and set up shop across four residential houses and restaurants decked out and packed full of demos, drinks, talks and, of course, live music. Each “house” in the Google Village had its own look, feel and experience. Android House: Showcased the latest and greatest from Android, including phones and tablets running Android 4.0, live music on the backyard stage and multiple talks with The Pumpkins frontman Billy Corgan, author of THESE DAYS OUR OURS Michelle Haimoff, Actor Willem Dafoe, award-winning comedian, writer, and radio talk show Sara Benincasa and—comedian, actor and director of the cult classic Shakes the Clown Bobcat Goldthwait. Maps House: Engaged guests with how to’s on adding more map data to the places they know and love, Trey Ratcliff’s Schemer Photowalk, Singer/Songwriter Daria Musk along with Taylor Guitars acoustic concert, and multiple Happy Hours. Developer House: Offered Code Labs and demos, a Mixology event and invited guests to spent a day building LEGO Mindstorm race bots controlled by Android, which lead up to the ultimate Hackathon Sunday evening. The object was to build a Lego Mindstorm robot to navigate an obstacle course. The course was built during the contest so the contestants had to design toward a moving target. Lego also made some decorative pieces available during the last couple hours so people could beautify their robots. Prizes were awarded for speed, style, and technical innovation. Discovery House: Provided a full schedule of informative talks and demos on Google’s latest creative and advertising products including award-winning Re:Brief, and showed how Google can help guests expand their businesses—or maybe start one. There’s no place like Austin for live music, and the activation continued during Music Week with Google Play and YouTube Presents calling on C3 Presents and Sparks to produce “Live from the Lot,” two days of incredible concerts atop a downtown parking garage (the lot at 9th & Trinity). The three story garage was fully transformed and included: 1st floor Artist Lounge: Allowed participating artists to relax and recharge with food, laundry machines, massages and more. 3nd floor VIP Areas and Dressing Rooms: For artists to prepare for the stage. Top floor Concert and Stage Area: A series of killer shows overlooking the Austin skyline. Kick-ass artists The Shins, Gossip, Frankie Rose, Jimmy Cliff, Cults, Two Gallants, The Ting Tings, Best Coast and Heartless Bastards rocked the house. And for those who couldn’t make it in person, a full live stream of both days’ shows could be viewed at youtube.com/presents, drawing over 55,000 viewers. With such a variety of activities, Google successfully engaged over 20,000 live attendees across both activations. CAMPAIGN: GOOGLE AT SXSW CLIENT: GOOGLE AGENCY: SPARKS Live from the Lot turned a parking garage into the coolest concert venue at SXSW. The entire block was turned into a living, breathing brand experience. 20834 EM IT Case Studies.indd 63 8/17/12 10:57 AM

Transcript of CAMPAIGN: GOOGLE AT SXSW P - Event Marketer IT... · 2019-10-17 · CAMPAIGN: GOOGLE AT SXSW...

Page 1: CAMPAIGN: GOOGLE AT SXSW P - Event Marketer IT... · 2019-10-17 · CAMPAIGN: GOOGLE AT SXSW CLIENT: GOOGLE AGENCY: SPARKS Live from the Lot turned a parking garage into the coolest

63 www.eventmarketer.com AUGUST 2012 EVENT MARKETER

CASE STUDIES OF EXCELLENCE

THE 2012 SPONSORED CONTENT

CONTACT INFO

ROBIN [email protected]

Part of what makes Google such

a fun place to work is that there’s always something going on: diverse talks, lunchtime concerts, impromptu game tournaments, you name it—all wrapped up with a collective passion for building

a better web. So when the time came to discuss this year’s activation for SXSW, the resulting plan was simple: a brand experience that took a bunch of things everybody loves about Google and brought them all down to Austin.

The fun kicked o� during Interactives Week with the opening of Google Village—labeled one of the “coolest hangouts” an o� cial venue o� the beaten path (nice). Google took over Rainey Street (just a few steps away from the Austin Convention Center), and set up shop across four residential houses and restaurants decked out and packed full of demos, drinks, talks and, of course, live music. Each “house” in the Google Village had its own look, feel and experience.

• Android House: Showcased the latest and greatest from Android, including phones and tablets running Android 4.0, live music on the backyard stage and multiple talks with The Pumpkins frontman Billy Corgan, author of THESE DAYS OUR OURS Michelle Haimo� , Actor Willem Dafoe, award-winning comedian, writer, and radio talk show Sara Benincasa and—comedian, actor and director of the cult classic Shakes the Clown Bobcat Goldthwait.

• Maps House: Engaged guests with how to’s on adding

more map data to the places they know and love, Trey Ratcli� ’s Schemer Photowalk, Singer/Songwriter Daria Musk along with Taylor Guitars acoustic concert, and multiple Happy Hours.

• Developer House: O� ered Code Labs and demos, a Mixology event and invited guests to spent a day building LEGO Mindstorm race bots controlled by Android, which lead up to the ultimate Hackathon Sunday evening. The object was to build a Lego Mindstorm robot to navigate an obstacle course. The course was built during the contest so the contestants had to design toward a moving target. Lego also made some decorative pieces available during the last couple hours so people could beautify their robots. Prizes were awarded for speed, style, and technical innovation.

• Discovery House: Provided a full schedule of informative talks and demos on Google’s latest creative and advertising products including award-winning Re:Brief, and showed how Google can help guests expand their businesses—or maybe start one.

There’s no place like Austin for live music, and the activation continued during Music Week with Google Play and YouTube Presents calling on C3 Presents and Sparks to produce “Live from the Lot,” two days of incredible concerts atop a downtown parking garage (the lot at 9th & Trinity). The three story garage was fully transformed and included:

• 1st fl oor Artist Lounge: Allowed participating artists to relax and recharge with food, laundry machines, massages and more.

• 3nd fl oor VIP Areas and Dressing Rooms: For artists to prepare for the stage.

• Top fl oor Concert and Stage Area: A series of killer shows overlooking the Austin skyline.

Kick-ass artists The Shins, Gossip, Frankie Rose, Jimmy Cli� , Cults, Two Gallants, The Ting Tings, Best Coast and Heartless Bastards rocked the house. And for those who couldn’t make it in person, a full live stream of both days’ shows could be viewed at youtube.com/presents, drawing over 55,000 viewers.

With such a variety of activities, Google successfully engaged over 20,000 live attendees across both activations.

CAMPAIGN: GOOGLE AT SXSWCLIENT: GOOGLEAGENCY: SPARKS

Live from the Lot turned a parking garage into the coolest concert venue at SXSW.

The entire block was turned into a living, breathing brand experience.

20834 EM IT Case Studies.indd 63 8/17/12 10:57 AM