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Google Live Advent Calendar
The brief:
To target the London Media world with a modern twist on the classic Christmas countdown.
Our response:
Create the digital components to bring this experiential campaign to life.
The details:
For ten days in December Google were hiding great prizes behind real doors all over Central London. These ranged from outside a Media Agency's office through to a pub, laundrette and a good old gym locker door.
Each competition day at noon the doors went live and the game was afoot. Clues to the location of the door were announced through the campaign website, a push notification on the Android App and dynamic advertising which appeared on targeted trade sites. First to the door won the prizes.
Our Live Advent Calendar App cleverly helped eager media folk find the doors with a Hot or Cold compass which used GPS navigation to steer them in the right direction. Once found, each campaign element was dynamically updated within minutes to complete the competition for that day and allow competitors to return to their desks.
The lowdown:
Campaign website, Mobile GPS Android App, dynamic online advertising, email marketing and campaign management.
The highlights:
- Working on this lovely creative campaign by DHM - top work from their team
- Creating our first Android App for Google
- Watching participants dash through the streets of London at lightning speed - my they could move
- For the record 7 minutes was the quickest time - a performace to be proud of
