Brand partnership (LIVE NATION) | Experiential, social, FESTIVAL MARKETING | GLOBAL BRAND LEAD
OVERVIEW
Off the heels of launching Google Wallet in July ‘22, we wanted to accelerate adoption and bring to life the multiplicity of ways Google Wallet simplifies, streamlines, and enriches big and everyday moments. From in-product research, digital event tickets was one of the most popular and most beloved features with Google Wallet. In partnership with Live Nation, we developed a fan-driven, social-first campaign to bring this feature and the Google Wallet story centerstage at one of the year’s most anticipated music festivals – When We Were Young (WWWY).
OBJECTIVES
Increase Google Wallet usage and adoption among Android users
Drive “Save ticket to Wallet” feature among WWWY festival-goers
Broaden brand familiarity, intent to use, and affinity towards Google Wallet
VISION
Capitalize on Google Wallet’s launch momentum, delivering a truly compelling and immersive activation that both celebrates our product story and substantively enhances the music festival-going experience.
APPROACH
Bring to life the Google Wallet story within and beyond the confines of our experiential space – where appropriate and possible, activate throughout the entire festival-going experience:
Google Wallet Lounge: Fully immersive Google-Wallet branded den featuring impromptu guest appearances (ie., Avril Lavigne), branded WWWY merch and photobooth
Branded Fast Pass Lanes (@ Festival Entrance & Branded Experience): Pre-festival comms encouraged Android festival goers to “add your ticket to Wallet” to access dedicated, expedited entry into the WWWY festival
Social/Influencer Amplification: Developed content strategy with premiere WWWY artists (Nessa Barrett and Avril Lavigne) to further drive experiential participation and in-product adoption
RESULTS
“Google Wallet’s first standalone activation. 28K+ Android users added their ticket to Google Wallet.”
“37% of Wallet ticket users entered through our branded fast entry”
“70% of WWWY Android users added their tickets to Google Wallet”
“4th highest brand lift (vs. 150 other branded activations) among Wallet lounge visitors (+250% lift)”
BRANDED LOUNGE & FAST LANES
FESTIVAL TOUCHPOINTS
PRE-FESTIVAL SOCIAL COMMS: (IG/Twitter) encouraged Android users to “add your ticket to Google Wallet”
BRANDED FAST LANES: Google Wallet users entered through dedicated, branded Fast Lanes for expedited entry into the festival
BRANDED PHOTOBOOTH: Seamlessly integrated into activation, offered another way fans could remember their experience within the Google Wallet lounge
BRAND AMBASSADORS: Dedicated BAs across festival touchpoints (fast lanes and lounge) ensured optimal experiences throughout
SOCIAL AMPLIFICATION
@nessabarrett | 7M followers
@avrillavigne | 12M followers