Google: A worldwide phenomenom
The brand called ‘’ GOOGLE’’ is not only globally known but also used by the majority of the internet users. Due to the simplicity of the products that google offers, users tend to find it easier and more enjoyble to use. Google’s brand strategy is about including everyone and you can see it clearly when you realise all the things google has create. From google maps, to google classrooms, to youtube, Google is commited to create a platform that suits all.
The brand called ‘’ GOOGLE’’ is not only globally known but also used by the majority of the internet users. Due to the simplicity of the products that google offers, users tend to find it easier and more enjoyble to use. Google’s brand strategy is about including everyone and you can see it clearly when you realise all the things google has create. From google maps, to google classrooms, to youtube, Google is commited to create a platform that suits all.
Why is GOOGLE such a good example of experiential branding?
Digital brands, such as Google, don’t have a physical presence in the real world so experiential marketing is an essential tool, to imbue them with emotion and bring them alive in a way that audiences will love and remember.
Google donut shop. In their most recent event marketing initiative, Google set up donut shops all over the United States giving away free Google Home Minis — which are roughly the same size as a donut. Inside the shops, conveyer belts carry boxes filled with either a Home Mini or two donuts from a local bakery. Guests ring a bell and ask a question to the Home Mini and one of the boxes will be dispensed. You’ll see your prize when you open the box. And don’t worry, if you don’t win a Google Home Mini, you can still get a donut.
Google I/O. With over 7,000 participants, Google’s annual developer conference held in Mountain View, CA introduces software updates and new technology as well as hosting influential speakers and in-depth sessions. Thus, making it a perfect opportunity to promote services and communication between the consumer and the brand
GOODFest. Google partnered with GOOD, a social impact agency, to host a concert series that centered around social good by focusing on supporting five causes for the five concerts. Talk about powerful event partnership marketing!
Google Impact Challenge . This initiative serves as a key example of innovative experiential marketing. In 2014, Google awarded $5.5 million to local Bay Area nonprofits. Out of 800 applications, 25 finalists were selected to receive funding. This is where Google, incorporated the residents of the area to have a say in where the money would go. The public could vote online to choose which nonprofit they wanted Google to donate to. But the most engaging part of this project were the interactive posters set up around the city ,where residents could press a button to vote an organization to donate to. This project generated over 400,000 votes and was a great way to bring awareness to local nonprofits and Google.
#EveryoneSpeaksFood . Last but not least, to inspire communication cross-culturally and promote their Google Translate feature, Google opened a pop-up restaurant in NYC that utilized the app, to order food. The menu was developed by 18 chefs from a wide range of cooking styles with each item, written in a different language. Guests were able to use the Google Translate app to hover over the text and see the words translated into English instantly so they could order.
Despite being the world’s leading technology company, Google understands the importance of real-life interactions and uses those moments to further market and solidify their brand equity.
