Digital is no longer just a medium; for people and brands alike, it has become a means of expression and a way of life. Creativity in 2011 has never had a richer palette. New thinking has never been less constrained. In these pages we’re delighted to present some of the past year’s most memorable campaigns that use Google platforms as their canvas. We celebrate these efforts to engage audiences around the world with ideas, emotion and information, exposing us all to new possibilities, for artistry and technology alike. PAGE CONTENT 4 Tell Stories Messages shared in novel and engaging ways 18 Empower & Inform Brands transformed into valuable resources for the user 32 Invite Expression Shared spaces, open dialogues and personalized experiences 46 Evoke Emotion Educated, aware and involved audiences FEATURING Skittles Peugeot Heineken Intel Animal Planet Red Bull TELL STORIES Share your brand in a novel way that wows the senses and leaves people smiling. 4 CAMPAIGN Skittles: Touch the Rainbow DEVELOPED BY Wrigley Canada BBDO Toronto OMD BUILDING BLOCKS DoubleClick Studio Google Display Network Surprise and enthrall them YouTube Annotations To bring to life the Skittles brand mantra—“expect the unexpected”—and inspired by the touch tech YouTube Brand Channel YouTube Masthead now spearheading a new generation of online interaction, BBDO Toronto set out to let people literally YouTube Promoted Videos “Touch the Rainbow.” But instead of inventing a new kind of touch screen, they used YouTube to introduce the world’s first non-technological touch technology. Employing bright visuals and floating DID YOU KNOW? Skittles, the campaign asked viewers to physically touch their screens and then watch as their finger On average users watch 173 played a starring role in five online videos. After all, why just watch an ad when you can actually join in? YouTube videos per month. Source: Google Internal Data www.youtube.com/skittlespage 6 Tell Stories CAMPAIGN Rider or Driver? DEVELOPED BY Peugeot Euro RSCG 4D Spain BUILDING BLOCKS DoubleClick Rich Media DoubleClick Studio Let them live their fantasies Google Display Network Targeting responsible consumers who also like to, you know, have fun, this promotion from French DID YOU KNOW? automaker Peugeot offered every buyer of a high-end RCZ car a free Peugeot Satelis 125 RS scooter. The Google Display Network This mouthwatering offer led naturally to the question “Rider or Driver?” Peugeot extended the question reaches 80% of global online in a pioneering display ad, produced with Euro RSCG 4D Spain, which began as a simple banner Internet users and serves ad but became a complete Peugeot site takeover that invited fans to use keyboard arrows to race a ads in 20 languages and 100 countries. winding track constructed over the original website. One wrong turn and some site elements would fall Source: Google Internal Data apart entirely. Responsible fun, indeed. www.losinteractivos.es/peugeot/juegorcz 8 Tell Stories CAMPAIGN The Desperados Experience DEVELOPED BY Heineken MediaMonks Dufresne Corrigan Scarlett BUILDING BLOCKS Break through every wall Google Display Network To engage with online consumers and enhance brand awareness, Heineken and Dufresne Corrigan YouTube Brand Channel Scarlett partnered with MediaMonks to offer a unique party experience via a YouTube Brand Channel. Desperados invited users to take part in a personalized storyline that enabled each viewer to create his DID YOU KNOW? or her own experience while navigating a wild house party. Highlights included asking users to please Every week, 100M+ people take a social action on turn down the video’s volume and having them drag and release the time bar to smash through a YouTube (likes, shares, wall into the bigger, wilder party next door. The story culminated with a personalized tattoo based on comments, etc.). the user’s social network profile picture. The placement of the tattoo on the bare shoulder of a girl on Source: Google Internal Data the dance floor proved a customized memento too good not to share, and the gone-viral campaign ultimately created more than a million views in the first five days after launch and has reached over 2.5 million views in total. www.youtube.com/desperados 10 Tell Stories CAMPAIGN The Chase DEVELOPED BY Intel Tag Worldwide Venables Bell & Partners BUILDING BLOCKS DoubleClick In Page Don’t relate your adventure—create it SideKick To build excitement around the 2nd Generation Intel® Core™ i5 processor, Intel created something … Local Connection Templates exciting. Venables Bell & Partners led the development of “The Chase,” an action-adventure video that showed off the processor’s performance by sending a Hollywood-worthy chase sequence through a DID YOU KNOW? More dynamic forms of variety of program windows on users’ desktops. Tag Worldwide, meanwhile, repurposed the video onto display, like rich media a site overlay for MSN—an interactive display ad that let users control the path the video’s heroine took and pre-roll, increase as she tried to protect a package while being chased by three bad guys. Tag Worldwide created the Internet users’ likelihood of animations from scratch, allowing for a more interactive experience that spanned the whole site and recommending a brand’s left no corner or ad unit untouched. product by at least 25%. Source: Buying Display Ad Inventory: Making Sense of Multiple Sources. www.richmediagallery.com/intel-core-i5 eMarketer, July 2011. 12 Tell Stories CAMPAIGN River Monsters DEVELOPED BY Animal Planet PHD BUILDING BLOCKS AdMob Bring the wild to the web Google Display Network Animal Planet, the TV network with a “surprisingly human” twist, is known for bold stories featuring YouTube Brand Channel real-world interactions between humans and animals. To build awareness for the new season of its YouTube Homepage popular “River Monsters” series, Animal Planet followed its own formula via a YouTube Brand Channel YouTube InVideo Overlay that turned humans’ computer screens into dangerous waters. Viewers watching what seemed to be YouTube Promoted Video an ordinary clip from the show were interrupted by host Jeremy Wade, who climbed out of an ad unit DID YOU KNOW? to introduce some of the “river monsters,” which promptly leapt from the videos and swam all over Each day, mobile views viewers’ screens. The audience was then, of course, encouraged to check out the show for an even account for around 10% of closer look. Running this campaign across a number of platforms, such as mobile and tablets, helped the 2 billion total YouTube Animal Planet reach (or, shall we say, “hook”?) the broadest possible audience in an engaging, brand- video views. Source: Google Internal Data relevant way. www.youtube.com/rivermonsters 14 Tell Stories CAMPAIGN Red Bull Soapbox Race DEVELOPED BY Red Bull Kastner & Partners, Inc. Carat BUILDING BLOCKS Seduce viewers with the not-so-serious DoubleClick Components DoubleClick Rich Media Not everyone loves racing, but everyone loves a good crash, and that’s exactly what you got with the DoubleClick Studio Red Bull Soapbox Race. Red Bull’s goal: bring the largest possible audience into downtown Los Angeles Google Maps API for a real-life race event. Their strategy: seduce viewers with the contagiously testosterone-fueled energy of the not-so-serious. The execution: work with Kastner & Partners and Carat to create an DID YOU KNOW? interactive rich media banner whose racing soapbox driver unexpectedly broke out into the computer In the U.S., the Google screen, at which point the viewer was formally invited to attend the real-life race in L.A. Google Maps Display Network reaches pinpointed the event’s location, and users could even review the teams that would be in attendance, four times more luxury vehicle shoppers than the including (our personal favorite name) “Hamster Rampage.” The drivers may have been dressed as top portal homepage. robots or gorillas, but they still went really fast. Source: Google Display Network vs. Portal Takeovers for Luxury Car goo.gl/bqhM1 Consumers. Google ThinkInsights, June 2011. 16 Tell Stories FEATURING Tourism Australia Nike Auto Trader HTC Corona Volvo EMPOWER & INFORM Offer relevant information to transform a campaign into an immersive experience. 18 CAMPAIGN There’s Nothing Like Australia DEVELOPED BY Tourism Australia Tribal DDB DDB Sydney Let travelers try before they fly BUILDING BLOCKS Google Maps API Tourism Australia’s “There’s nothing like Australia” campaign was developed with Tribal DDB in two DoubleClick Rich Media phases. During phase one, Australians were invited to share personal stories of where they live and holiday in Australia, and they proved their enthusiasm for promoting their country by uploading nearly DID YOU KNOW? 30,000 stories and images to an interactive digital map of Australia at www.nothinglikeaustralia.com— The Internet is the primary one of Australia’s most successful consumer-generated promotions ever. source of trip planning info for 84% of U.S. consumers. During the next phase, this content was shared worldwide in multiple languages. As part of the Source: Traveler’s Road to Decision. Google ThinkInsights, October 2010. campaign, a rich interactive banner was created that allowed users to control a helicopter and soar effortlessly through an aerial view of Australian terrain. They were able to zoom in and out for varying perspectives and a richer engagement with the land, before flying over to the main site for more information. www.richmediagallery.com/theres-nothing-like-australia 20 Empower & Inform CAMPAIGN Nike Lacrosse: Every Minute Is Your Moment DEVELOPED BY Nike Wieden + Kennedy Digital Media by Razorfish BUILDING BLOCKS Educate, entertain and pass the ball DoubleClick Rich Media DoubleClick Studio This campaign’s goal was to inject the Nike Lacrosse brand with fresh energy and fan exposure. The approach, devised with the help of Wieden+Kennedy and Razorfish, was to empower lacrosse players DID YOU KNOW? to explore and share their love of the game by creating and implementing an interactive display ad Retail site visitors in the U.S. featuring a series of players frozen in mid-game, each of whom, much like individuals on any team, has who view a video are 64% something unique to offer. Clicking on any athlete produced original content and useful lacrosse info. more likely than non-viewers to make a purchase. From video highlights to product spotlights, this interactive experience offered both a valuable learning Source: Video in Ecommerce: experience and immersion in the spirit of one of the world’s great games. Success Strategies Come into Focus. eMarketer, April 2011. http://insidelacrosse.com/nike-moment 22 Empower & Inform CAMPAIGN In Banner Car Search DEVELOPED BY Auto Trader Differencis BUILDING BLOCKS DoubleClick Rich Media DoubleClick Studio Demonstrate the virtues of staying put DID YOU KNOW? The Auto Trader website lets shoppers search for exactly the car they want, quickly and easily. To New vehicle buyers spend offer this functionality to new users across the web, Auto Trader worked with Differencis to create an a total of about 19 hours interactive banner that featured a searchable live feed of used car listings. The expandable banner’s shopping for a vehicle, remarkable efficiency—users could search on relevant specs and review results without leaving the while used vehicle buyers spend about 18 hours. Both page they were on—dramatically lowered the attrition rate that traditional display ads suffer between groups spend 11 of those clicks and landings, while introducing more people to Auto Trader’s value proposition. hours online. Source: Auto Marketers Shift to www.richmediagallery.com/banner-search Establishing Influence. eMarketer, July 2011. 24 Empower & Inform CAMPAIGN HTC Sensation 4G Launch DEVELOPED BY HTC Deutsch LA BUILDING BLOCKS AdMob Google Display Network Google Goggles YouTube Brand Channel Invite your audience to unlock a world of content YouTube Masthead For the launch of the HTC Sensation 4G Smartphone, HTC wanted audiences to see the phone as their key to “unlocking relevant content.” So they partnered with Deutsch LA on a multimedia campaign that DID YOU KNOW? combined TV spots, print ads, OOH and digital ads with Google Goggles' image recognition technology. Google Goggles can even solve Sudoku puzzles. By turning consumer phones into “keys” that could unlock original content, including movie previews, Source: Google Internal Data series episodes, artwork, songs and more, HTC had consumers seeking and downloading—anywhere and everywhere. 26 Empower & Inform CAMPAIGN Corona Sigue Tu Música DEVELOPED BY Grupo Modelo Music Marketing Media Contacts BUILDING BLOCKS Offer a new spin on plug and play YouTube Masthead DID YOU KNOW? Music and a great party experience go hand in hand, and Grupo Modelo’s clever “digital jukebox” Video ads account for about 1 in every 6 videos viewed. campaign linked the two by inviting users to download digital soundtracks by activating a code inside Source: comScore 2010 U.S. Digital their Corona beer caps. Music Marketing then extended the experience to the web. An interactive Year in Review. February 2011. YouTube masthead invited users to select their preferred music style and insert a virtual bottle cap into a slot to learn more about Corona’s efforts to bring the latest in music to Mexico—all while flipping through a virtual jukebox right within the YouTube masthead. goo.gl/hIU1y 28 Empower & Inform CAMPAIGN Volvo S60 Augmented Reality Experience DEVELOPED BY Volvo Euro RSCG 4D Media Contacts BUILDING BLOCKS Android Market Put reality into overdrive Google Display Network Volvo wanted a “never been done” strategy for launching their 2012 Volvo S60. They found it with a YouTube Homepage mobile app that brought augmented reality driving to life on the YouTube homepage. After scanning the YouTube Media app’s QR code from the YouTube masthead with their smartphones, users were invited to get behind the wheel of a virtual Volvo S60 by downloading the “Volvo S60 Augmented Reality Driving Game” app, DID YOU KNOW? which automatically activated their smartphone’s camera and let them race the S60 through a virtual YouTube is available on 350 million devices (tablets, track layered on top of the camera’s images. Want to talk augmented reality? Volvo’s users could walk mobile phones, smart TVs, down a real street while racing on their phones over the same virtual road. gaming consoles). Source: Google Internal Data goo.gl/5mF8b 30 Empower & Inform FEATURING MTV Skoda PRI Tokyo Girls Collection Universal Pictures Kraft Foods INVITE EXPRESSION Create a platform that lets users express themselves—with your brand, each other and the world. 32 CAMPAIGN Skins: Where It Went Down DEVELOPED BY MTV RED Interactive Agency BUILDING BLOCKS Google Maps API DID YOU KNOW? Let users map their memories and milestones 43% of online adults have MTV wanted a unique way to connect the angsty target audience for its new show “Skins” with the often- gone online or used social media to engage with TV dark themes the show itself explores. The cable network’s typically innovative solution was “Where It programming in some way. Went Down,” a Google Maps-enabled website that invited young people to mark and reveal exactly Source: Socializing the TV where their most vivid memories were made. Fellow fans could browse snippets of their peers’ lives and Experience. eMarketer, June 2011. share their own stories while revealing exactly where they took place. The result was a worldwide, geo- located treasure trove of adolescent parties, heartbreak, friendship, sex and every kind of trouble. www.whereitwentdown.com 34 Invite Expression CAMPAIGN Skoda Puzzle DEVELOPED BY Skoda UK Fallon London Golly Slater HLA unit9 Entice people with pieces of your puzzle Mediacom Unruly Media To support its sponsorship of a number of syndicated U.S. crime dramas, Skoda UK merged the web with TV “idents”—the call sign or logo with which a TV station identifies itself during programming BUILDING BLOCKS breaks. Every week, Skoda’s idents were in fact clues to the location of a Skoda car hidden somewhere Google Display Network in Google Street View. All the idents within each episode were different and changed from week to Google Street View YouTube week, for a total of 74 idents across 11 weeks. Online viewers were sent to Skoda’s YouTube channel to crack that week’s clues, browse videos of the idents and explore links to the campaign’s social news DID YOU KNOW? feeds. The winner of this massive multi-platform puzzle was awarded his very own Skoda Fabia vRS. Street View covers Case closed. 30 countries and a slice of Antarctica www.fallon.co.uk/skodapuzzle (featuring penguins!). Source: Google Internal Data 36 Invite Expression CAMPAIGN Vota X Ti DEVELOPED BY PRI Agavis Wunderman BUILDING BLOCKS YouTube Carousel Channel Let all voices be heard (including your own) YouTube Gadget Channel YouTube has come to play an often-significant role in the political process by broadcasting voices YouTube Masthead that might have otherwise gone unheard. Mexico’s PRI political party saw this platform as a great YouTube Promoted Video opportunity to join the nation’s ongoing civic discussion. Working with Agavis and Wunderman, PRI YouTube Tandem Masthead produced an engaging gadget for the VotaxTiTV channel that let users share opinions about notable DID YOU KNOW? issues, then showed them graphs that illustrated how their fellow citizens felt about those same issues. The White House uploads on The gadget took advantage of YouTube’s Chromeless player to offer videos that gave voice to both PRI’s average 17 videos a week to positions and citizens’ testimonials. The VotaxTiTV channel on YouTube was critical to achieving PRI’s YouTube. goals—including, ahem, victory in the recent local elections. Source: Google Internal Data www.youtube.com/votaxtiTV 38 Invite Expression CAMPAIGN Tokyo Girls Collection DEVELOPED BY Hakuhodo Google BUILDING BLOCKS Chrome Web Application YouTube Brand Channel Inspire, captivate and click to purchase YouTube Live Stream The Tokyo Girls Collection, Asia’s largest fashion show, embraced high tech for this year’s show, a five- hour event streamed live from Tokyo through a YouTube Brand Channel that broadcast catwalk shows, DID YOU KNOW? celebrity visits and live performances to fashion enthusiasts around the world. The show’s mobile This year nearly 179 million consumers aged 14 and older integration allowed attendees to purchase designer pieces even as models reached the runway, and an will research products online, interactive Chrome-optimized web application, G-Collection, built with the help of Hakuhodo, let users and some 83% of them will play dress-up over virtual models with clothes from the runway; the resulting creations were then just make an online purchase. one easy click away from purchase. Beautiful. Source: U.S. Retail Ecommerce Forecast: Growth Opportunities in a Maturing Channel. eMarketer, www.youtube.com/tokyogirlscollection April 2011. www.tgc2011play.jp/g-collection 40 Invite Expression CAMPAIGN Fast Five Challenge DEVELOPED BY Universal Pictures Spain One Big Robot BUILDING BLOCKS Google Maps API DID YOU KNOW? Let every driver steer his own course Google Maps was born on For the Spanish release of the Universal movie “Fast Five,” One Big Robot used Google Maps as a the web, but today 40% of global Maps usage is mobile. platform to invite fans to enjoy an interactive, high-adrenaline racing game set in five locations featured On weekends this figure in the film. More adventurous (and geeky) drivers could even use the Google Maps API and directions to typically exceeds 50%. build customized racetracks over any road in the world, choosing a starting and final point and selecting Source: Google Internal Data among five cars with varying speed, friction, weight and acceleration features. They could then share their personal track with their need-for-speed friends. Drivers ready. www.fastandfuriouschallenge.com 42 Invite Expression CAMPAIGN Love It/Hate It DEVELOPED BY Kraft Foods mcgarrybowen BUILDING BLOCKS Google Display Network Host a life-changing debate YouTube Brand Channel The MIRACLE WHIP “Love It/Hate It” campaign was based on the insight that their product engenders YouTube InStream Ads strong feelings: they have extremely loyal fans, and many, shall we say, “un-fans.” MIRACLE WHIP is YouTube Gadget Channel fine with that; what they don’t want is indifference. Love it or hate it, they want everyone to pick a YouTube Masthead side and join the conversation. Thus, the “Not for Every Relationship” contest, which asked couples a YouTube Promoted Video simple question: How does MIRACLE WHIP dressing affect your relationship? Does it bring you together DID YOU KNOW? or tear you apart? Couples were asked to share their stories in a short video on the MIRACLE WHIP 7 years of new video are YouTube channel for a chance to win $25,000 for their wedding … or divorce. The channel featured posted to YouTube each day. a mcgarrybowen-produced video of a priest and a lawyer to establish guidelines, as well as YouTube Source: Google Internal Data personalities Charles Trippy and Alli Speed, an engaged couple whose divided feelings on Miracle Whip encouraged followers to join the contest. www.youtube.com/miraclewhip 44 Invite Expression FEATURING Ubisoft Coca-Cola Tropicana SOUR Happiness Brussels EVOKE EMOTION Form real bonds by tapping into emotions from laughter to compassion, and anything in between. 46 CAMPAIGN Michael Jackson The Experience DEVELOPED BY Ubisoft Biborg BUILDING BLOCKS DoubleClick Rich Media Celebrate life and build on collective memories DoubleClick Studio YouTube Expandable Ubisoft’s performance video game, “Michael Jackson The Experience,” celebrates MJ’s legendary career Masthead by letting players step into Jackson’s shoes and relive his most iconic moments. To give potential players a taste of the game, Ubisoft worked with Biborg to create a sparkling expandable YouTube masthead DID YOU KNOW? within which users could follow the rhythm of Michael Jackson’s dancing by pressing keyboard arrows at Display ads increase the likelihood of consumers the right time. Afterward, players received both their score and the “This Is It” movie trailer in a YouTube conducting a trademark player within the masthead; clicking the banner sent users to the YouTube channel for continued MJ search query using the immersion. The King of Pop lives on. advertiser’s branded terms by an average of 94%. www.richmediagallery.com/michael-jackson-experience Source: comScore, January 2011. 48 Evoke Emotion CAMPAIGN Coca-Cola Holiday Wallpaper DEVELOPED BY Coca-Cola MediaVest BUILDING BLOCKS AdMob Deliver magic they can sip on the go Android Market DID YOU KNOW? To bring its iconic holiday campaign to life on mobile devices, Coca-Cola and MediaVest partnered Apps are responsible for 56% of all activity on with AdMob to create a live mobile wallpaper that celebrated the season by transporting Android Android smartphones. users into a snow-globe experience. This highly interactive application, which let people use touch- Source: Nielsen Wire, June 2011. screen functionality to interact with characters and make snow swirl, created synergy with Coke’s TV spot, producing a powerful cross-channel effect that sprinkled the holiday spirit on users and viewers, wherever they might have been. goo.gl/ew4wt 50 Evoke Emotion CAMPAIGN The World’s Hottest Dinner DEVELOPED BY Alvalle by Tropicana DDB Paris BUILDING BLOCKS Google Display Network YouTube Annotations Raise the room temperature YouTube Brand Channel Tropicana’s objective for this campaign was to increase French audiences’ awareness of Alvalle soups, YouTube Masthead in particular Alvalle’s gazpacho, a Spanish raw vegetable soup that is consumed cold. Noting the fact that “sex” is, after all, one of the most searched keywords on the web, Alvalle raised the temperature on DID YOU KNOW? 70% of YouTube traffic French users by giving life to Alejandro, a sexy, half-naked Spanish bachelor who wooed Alvalle’s target comes from outside the U.S. female users through a series of surprisingly steamy gazpacho lessons within an interactive YouTube Source: Google Internal Data experience. Using YouTube Annotations, Alvalle let users play out their fantasies as they interacted with the video and decided on every step of their hot virtual “dates”—lovely candlelit dinners over gazpacho, of course. www.youtube.com/AlejandroAlvalle 52 Evoke Emotion CAMPAIGN SOUR/Mirror DEVELOPED BY Zenith Co. Ltd. PARTY BUILDING BLOCKS Google Chrome Give life to personal connections across the web Google Maps YouTube The song “Utsushi Kagami” (“Mirror”) by the Japanese band SOUR suggests that everything and DID YOU KNOW? everyone around us is a mirror reflecting who we are. To bring this theme to life, the band produced The Chrome Experiments website hosts more than 270 an interactive video that invites listeners to learn about themselves through their own social networks. experiments and counting. Each individual’s Facebook, Twitter and webcam connections turn the video into a customized experience that changes at every viewing, based on up-to-the-minute networking status. The result: a creative gem that vividly testifies to the web’s growing power as an expressively dynamic social canvas. http://sour-mirror.jp 54 Evoke Emotion CAMPAIGN Gift a Stranger DEVELOPED BY Happiness Brussels BUILDING BLOCKS Google Earth Google Maps Google Reverse Geolocation Connect the world through joy DID YOU KNOW? Christmas has long been the season of gift-giving. But for Christmas 2010, the Belgian communications Ten years ago, less than 2% agency Happiness Brussels pushed that giving spirit a little further by creating Gift a Stranger, a website of the population was online. that invited people to expand the world’s allotment of happiness by sending a gift to a random person Now that number is over somewhere on the globe. Using Google Reverse Geolocation, the site gave thoughtful gift-givers a 25% globally, and close to 100% in many countries. random recipient’s address, then invited them to upload a photo of the gift they were sending to a Source: Zero Moment of Truth, Google Map that featured all the gifts given everywhere on Earth as part of the initiative. Joy to, and for, July 2011. the world. http://giftastranger.net 56 Evoke Emotion Delve in for more inspiration: www.google.com/ads/agency Did you see something that sparked an idea, question or comment? 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