| Title | GOOGLE ESCAPE |
| Brand | GOOGLE FRANCE |
| Product/Service | GOOGLE |
| Category |
C06. Use of New Technology |
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Entrant
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WE ARE SOCIAL Paris, FRANCE
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Idea Creation
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WE ARE SOCIAL Paris, FRANCE
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Additional Company
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THE Paris, FRANCE
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Additional Company 2
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SUPERBIEN Paris, FRANCE
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Additional Company 3
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FRANCINE FRAMBOISE Paris, FRANCE
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Additional Company 4
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ONIRIM Paris, FRANCE
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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 installation - the first branded Escape game: the Google Escape Room. A fun escape game full of technology where players had to solve riddles using Google Apps such as Google Photos, Google Translate, Google Cardboard and many others in order to get out of the room within 40 minutes.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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!
Explain why the method of promotion was most relevant to the product or service
The Google Escape Room is an engaging, innovative and immersive brand experience installation, inspired by the popular trend that is escape games, with the aim is to get our audience to interact with the Google Products & Apps in real life and in a way that would be the coolest possible; by playing and experimenting.
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, a branded and immersive installation where players could engage with Google products & apps so as to understand that Google is so much more than a search engine, and that’s it’s an everyday tool with which we can channel our creativity and curiosity.