| Title | GOOGLE ESCAPE |
| Brand | GOOGLE FRANCE |
| Product/Service | GOOGLE |
| Category |
A09. Games & Gaming |
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Entrant
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WE ARE SOCIAL Paris, FRANCE
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Idea Creation
|
WE ARE SOCIAL Paris, FRANCE
|
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Additional Company
|
THE Paris, FRANCE
|
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Additional Company 2
|
SUPERBIEN Paris, FRANCE
|
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Additional Company 3
|
FRANCINE FRAMBOISE Paris, FRANCE
|
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Additional Company 4
|
ONIRIM Paris, FRANCE
|
Credits
| Sandrine Plasseraud |
We Are Social |
Managing Director |
| Nicolas Souffleur |
We Are Social |
Group Account Director |
| Julien Ouvrel |
We Are Social |
Head of Production |
| Thomas Guilhot |
We Are Social |
Creative Director |
| Ludovic Houdré |
We Are Social |
Account Manager |
| Arnaud Robin |
We Are Social |
Senior Account Manager |
| Corentin Picaut |
We Are Social |
Account Manager |
| Fabien Gailleul |
We Are Social |
Art Director |
| Aurélie Durand |
We Are Social |
Copywriter |
| Stéphane Maguet |
We Are Social |
Head of Creative Technology |
| Clément Procureur |
We Are Social |
Creative Technologist |
| Baptiste Leproux |
We Are Social |
Creative Technologist |
| Stéphanie Huguenin |
Francine Framboise |
Executive Producer |
| Alexis Moroz |
/ |
Game Desiner |
| Vincent Dizie |
// |
Set Design and Scenography |
| Benoit Lemoine |
// |
Live Director |
| Thomas Bohbot |
// |
Author |
| Stéphane Beghounious |
// |
Author |
| Jean Marie Nizan |
// |
Author |
| Cédric Brunel & Aude Lepetit |
// |
Line Producers (Event) |
| Edouard Bonnet |
// |
Line Producer (Content) |
| Guillaume Forest |
// |
Technical Director |
The Campaign
The creative idea was to showcase the magic behind Google’s products, in real life and in a way that would be the coolest possible: by playing and experimenting in real life, in a Google branded gaming environment: the first branded Escape game, the Google Escape Room. A fun escape game full of technology where players had to solve riddles with the help of Google Apps such as Google Photos, Google Translate, Google Cardboard and many others in order to get out of the room within 40 minutes.
Creative Execution
Google build the Google Escape Room, an interactive game in real life which took place from the 20th to the 29th of May in Central Paris. To create the game we brought together creatives, game designers and set designers who designed the gameplay with the whole range of Google’s Apps : Google Search: Players could use the app to find information such as a movie's release date/ Google Cultural Institute: players had to find a clue by literally diving into the painting thanks to a Kinect system/ Google Hangout: some clues were given to the players through the app/ Google Play Music: Players had to reproduce a melody they were listening to/ Google Cardboard: players had to explore a 360° landscape with a Cardboard to find hidden symbols/ Google Maps: by solving some riddles, an immersive 270° street view mapping appeared on the wall.
To make the experience truly engaging, daily riddles inspired by the use of Google Apps were published on Google social channels enabling people to win tickets to experience the Escape Game. It became so popular that all 100 slots available for the public to win were given away 2 hours after we launched the campaign! And of course, all participants of the room shared their experience in social media, including the influencers who experience a Grand Première, live on YouTube.
So of course, we got great results (17 millions impressions, 1,8 millions engagement, 270 000 mentions of the hashtag), we got great blog and PR coverage (Forbes, AdWeek, Gizmodo, etc) but most of all, people loved it and we gave everyone reasons to engage with technology in a creative way!
The Google Escape Room is an immersive and meaningful brand experience, inspired by the popular trend that is escape games. It has been created with the help of game designers to immerse users in the themes central to Google (digital art, music and mobile technology) via a game in real life, enabling players to experience the brand and its possibilities in a new way. It is an alternative form of entertainment which embarked players into a challenging and unexpected experience.
Learning through playing and experimenting is the most efficient way to engage people, we created an escape game designed to provide players an immersive and meaningful brand experience, inspired by the popular trend that is escape games. A real game full of technology to engage urban and connected people to experiment Google Apps in order to prove to them their usefulness in their everyday lives. The idea was to brought people together so as to make them discover and experiment in real life and in a fun way, all the opportunities offered by the brand and its products.