Title	GOOGLE ESCAPE
Brand	GOOGLE FRANCE
Product/Service	GOOGLE
Category	F01. Branded Games
Entrant	WE ARE SOCIAL Paris, FRANCE
Idea Creation	WE ARE SOCIAL Paris, FRANCE
Additional Company	THE Paris, FRANCE
Additional Company 2	SUPERBIEN Paris, FRANCE
Additional Company 3	FRANCINE FRAMBOISE Paris, FRANCE
Additional Company 4	ONIRIM Paris, FRANCE

Name	Company	Position
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 a beautifully crafted physical branded and digital/technological environment: the first branded escape game - Google Escape Room. A fun escape game full of technology where players had to solve riddles using Google Apps & Products such as Google Photos, Google Translate, Google Cardboard and many others in order to get out of the room within 40 minutes, via their mobile phone. As, yes,. first and foremost, it was the first escape game where your smartphone was essential!

Creative Execution

The Google Escape Room was an interactive experiential installation taking place from the 20th to the 29th of May in Paris. To create the game we brought together creatives, game designers and set designers who designed the gameplay around the whole range of Google’s Apps & Products (Google Search, Google Hangout, Google Cardboard, etc) so that players had 40 minutes to solve riddles using their mobile phones & Google products to leave the room. Altogether, over 200 people experienced the Google escape game (100 influencers - 100 were people who had a chance of winning tickets through PR or via Google’s social media channels. And many more were exposed to the experience via social media - as, of course, all participants of the room shared their experience in social networks, including the influencers who experience a Grand Première, live on YouTube, enabling us to reach our urban and connected audience.

Of course, we got great results (17 millions impressions, 1,8 millions engagement, 270 000 mentions of the hashtag), every participants of the room shared their experience in social media, including the influencers who experience a Grand Première, live on YouTube.. We also 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 and innovative way!

The objective was to engage urban and connected people to experiment Google Apps, to prove the usefulness of those in their daily life to channel their curiosity and creativity. Once we identified a rising trend among our audience for live escape games, we knew we were on to something. And because Google believe that learning through play is the most natural and fun way to their users’ hands and hearts, we decided to create the first branded escape game: the Google Escape Room. The big 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 with technology in a creative way.