Google Maps experientially introduces 'Explore' feature to New Yorkers with discover-and-delight local marketing activations
On a late-summer Saturday, people using Google Maps' newly added 'Explore' feature discovered ice cream giveaways throughout New York City compliments of Google
The aptly named 'Know The Inside Scoop' experience, conceived by Anomaly, consisted of partnering with ten trendy ice cream shops offering people their signature flavors
A branded Google Maps 'Explore' street team greeted, engaged, and served people via branded carts outside each shop
Brand ambassadors asked people to show the 'Explore' app feature to receive a free ice cream
As word spread, lines formed at the ten ice cream giveaway spots in NYC, serving 250+ people at each location
Brand ambassadors encouraged people to review the shop's signature ice cream flavor on the app, helping out the businesses, and further educating people about other app benefits
The brand utilized influencers and social media with the hashtag #ongooglemaps to leverage the experiential activation beyond the people who interacted with it
Google utilized the local marketing activation as a case study to highlight how Maps connects with people and drives businesses
What makes this a smart app marketing strategy?
1.) Multiple activation locations made it a citywide happening
2.) Partnering with local businesses is always a smart move
3.) Show-to-receive giveaway strategy works for brands and people
4.) Everyone loves ice cream!
For experiential app marketing ideas, strategies, and tactics, get in touch as ALT TERRAIN would love to assist!