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EXPERIENCE OVERVIEW
In an effort to build upon their successful presence at CES, Google partnered with T-Mobile to continue educating consumers on the Google Assistant. The Visionary Group was brought on to design and build 3 distinct booths showcasing a selection of the million actions that can be accomplished along with the words “Hey Google.” Our booths included a Tiny Kitchen wherein we made Chicago-style popcorn, a Tiny Gym featuring our favorite workout mix, and a Tiny Museum where we explored compositions from our favorite historic artists. To complement these tiny booths, we constructed thoughtfully crafted queries that guided users through each booth experience.
FABRICATION
We custom fabricated 6 total booths, including 3 in San Francisco and 3 in Chicago. Our booths included a Tiny Kitchen, Tiny Gym, and a Tiny Museum. In addition to the booths, we custom fabricated 2 separate treat carts as seen in the images below. We worked alongside the Google team managing brand positioning and production quality.
GIVEAWAY PROCUREMENT
We selected giveaways that were unique to each market: In San Francisco, we gave out baseball game tickets to the Oakland A’s (Tiny Gym); gift certificates to SF MOMA (Tiny Museum); and gift certificates to Mazarine Coffee (Tiny Gym).In Chicago, we gave out Cubs Cash (Tiny Gym); gift certificates to the Art Institute of Chicago (Tiny Museum); and gift certificates to Giordano’s Pizzeria (Tiny Kitchen)
TECH INTEGRATION
We integrated survey metrics into our programming to ensure that we could present pertinent and accurate KPIs related to our activations. The devices featured within our booth spaces included Google Home Mini, JBL Pulse 3 Speakers, the REVVL Plus, and the LG G7 ThinQ.
PRODUCT SPECIALIST MANAGEMENT
Google Brand Ambassadors (BA's) guided participants through each booth experience. BAs were chosen due to their experience with Google Assistant activations at SXSW & CES. Mobile Experts from T-Mobile were trained to guide participants through experiences once BAs we no longer onsite.
