google pixel | hot ones
The opportunity: the new Google Assistant
Research points that nascent categories like digital assistants, people need to see the product in action to understand its relevance in their lives. So for the latest launch of the Google’s flagship phone Pixel and next generation voice assistant, we turned to characters on pop culture help give exciting demos at scale.
The idea: Bump Into Pop Culture
Use commercial/bumper pods to extend the content audiences love into contextual stories using our product. Characters from shows across linear and digital use Pixel NGA to solve problems and answer questions related to everyday situations, piggybacking off the show plot or fandom itself.
Results
Creative worked harder than typical product integrations or standard ads, netting in 7 points lift in product consideration and earned positive sentiment with key audiences.
Role
strategist, creative director, producer
leveraged social fandom to inform creative storylines
amplified with social takeover at Complex’s Complexcon on Pixel