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 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 to showed the 'Explore' app feature on their phone to the brand ambassadors who scooped up servings of gelato and ice cream from New York's Van Leeuwens, OddFellows and others
As word spread, people flocked to the ten ice cream giveaway spots in NYC with lines stretching down a city block, serving 1250+ people at each location
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
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!
