Google Maps
‘Explore’ Brand Activation – New York City
Google Maps experientially introduces 'Explore' feature to New Yorkers
On a late-summer Saturday, people using Google Maps’ explore feature discovered ice cream giveaways throughout New York City compliments of brand.
The aptly named ‘Know The Inside Scoop’ experience, conceived by Anomaly, consisted of partnerships with ten, gourmet ice cream shops offering their signature flavors.
Branded, Google Maps ‘Explore’ street teams greeted, engaged, and served people via eye-catching, branded carts outside each shop.
People who showed the ‘Explore’ app feature on their phone were severed up their choice of gelato or ice cream.
As word spread, people flocked to the ice cream giveaway spots in NYC with lines stretching down a city block, serving 750+ people at each location.
1 day, 9 ice cream carts, 6,700+ servings, tons of brand love
Brand ambassadors encouraged people to review the shop’s signature ice cream flavors on the app, helping out the local businesses, and getting people to explore and navigate the app’s other benefits.
The brand worked with influencers and social media to use the hashtag #ongooglemaps to leverage the experiential activation beyond just the people who had the cold, tasty treat on that hot and humid day.
Google utilized the local marketing activation as a case study to highlight how Maps connects with people and drives businesses.
Why was this super smart marketing?
Multiple
Multiple activation locations made it a citywide happening.
Partners
Partnering with local businesses is always a good look, plus they help you promote it.
Show-to-Revieve
Having people earn a freebie is so much more impactful than straight-up giveways.
If you'd like to pop-up around New York City with similar impact, just introduce yourself!
