Google Play
Driving conversation and engagement around a utility product is an uphill battle, especially when larger brand positioning is in flux. Our solution: position Google Play as a “utility brand” with a point of view - one that partners creatively with devs and mobile gamers, and that strives to Change the Game.
With Big Spaceship and Imprint as our social agencies, we activated a content strategy that not only flexed as the brand shifted gears, but also strengthened relationships with business development partners and built brand equity with zero media budget. The strategy was led by an organic tentpole social program, First Person, and supported with always-on evergreen content to increase positive social chatter.
Responsibilities: Content strategy, Creative direction, X-functional partnership, Leadership buy-in, Community building
ORGANIC PROGRAM | FIRST PERSON
First Person is a Google Play original content series that celebrates the creativity behind mobile gaming, through the lens of creators. These are the stories of people that help bring mobile gaming to life, propelling our virtual worlds forward and motivating us to play.
Our three-episode series lived organically on YouTube and laddered up to an integrated social program with short-form teasers, static quotes, and looping gifs.
EVERGREEN SOCIAL
To help position Google Play as a creative partner in indie and tentpole game development, and to strengthen business development relationships, evergreen social content:
Producing content required building relationships with developers and gaming studios, BD and legal buy-in, and creative collaboration across internal and external teams.
TEAM COCO x GOOGLE PLay - 24 hour mobile marathon
We partnered with Conan O’Brien and Team Coco on a 24-hour livestream mobile marathon with two objectives:
Shift perception about mobile gaming from “low quality” to a respected form of entertainment
Increase social chatter
The livestream drove significant viewership and conversation about Google Play and mobile gaming.