Google Pixel 3 is one of the smartest phones on the market, boasting new camera features that fit more friends into your selfies, help you snap photos with a smile, and allow you to Google search what you see. The problem? Apple and Samsung dominated the competitive landscape with droves of loyal followers, and Pixel wasn’t getting the attention it deserved.
To successfully launch Google Pixel 3 and inspire consumers to switch, we needed to reach them on an emotional level. What better place for openness and experimentation than music festivals? Together with Live Nation, we built activations at ACL, EDC Orlando, and Rolling Loud, and facilitated partnerships with headlining artists that ultimately put more phones in hands and turned the festivals into playgrounds for the coolest photos of the weekend.
We also surprised fans with Google giveaways, artist-signed merch, upgraded music experiences, and headliner meet and greets. All of these perks, combined with the impressive number of photos posted to social media, helped solidify Pixel 3 as a legit player in the market.
We created a series of short social videos that showed festival goers and performing artists using the Pixel 3’s unique features to enrich their festival experiences and posted them on the artists’ and festivals’ social channels. All captured through the lens of Pixel 3’s stunning new camera of course.