Client: Google
Campaign: Google Home Mini Pop Up Tour
Partner: MAS Event Design
THE SETUP: To celebrate the launch of the Google Home Mini product, the smaller version of the Google Home, the brand created an experiential campaign bringing to life its slogan, “The Size of a Donut, the Power of a Superhero,” with an interactive, brick-and-mortar donut shop. Google created three versions of the donut shop—a small pop-up, a VIP truck and two 26-foot trucks-turned-patisseries. Consumers posed questions to the voice-activated Mini, received responses and got either a gourmet donut treat or a “superhero”—the Google Home Mini itself. The pop-up design had a retro diner feel, with bright pink countertops, pink leather chairs, diner-themed menus featuring suggested questions to ask the Mini, and wait staff donning pink bowties, high-top Chuck Taylors and white aprons. A conveyor belt, carrying both faux donuts and Minis, lined the shop’s perimeter, and in the center of the space was a 12-foot-tall tower filled to the brim with colorful sprinkles.
THE RESULTS: Throughout the tour, lines were wrapped around multiple city blocks, with an average of nearly 3,000 interactions per day. Google was generous with its giveaways as well—and not just to satisfy the crowd’s sweet tooth. While setting up shop in Manhattan, Google gave away 3,840 donuts per day, and 2,880 Minis were awarded each day as well.
WHY THE JUDGES LOVE IT: The interactive conveyor belt displaying faux donuts and Home Minis allowed consumers to pick from a menu of suggested questions, which, when posed to the Mini, triggered the belt to release a branded, pink box shaped like an A-frame house—filled with either a donut or a Home Mini. The Willy Wonka-inspired moment created a whimsical, surprise-and-delight engagement for consumers. The shop also had a GIF station where guests tossed handfuls of colored confetti into the air, emulating sprinkles, just as a gust of wind blew them around, snow globe-style. On trend and yet totally unique.