The Recording Academy wanted a new direction for their GRAMMY Awards campaign.
Create a GRAMMYs campaign that fans will connect with, meaningful, and bring the GRAMMYs into pop culture conversation.
Created multiple campaigns that came from the perspective and hearts of fans. One in particular stood out.
Google teased out the Stranger Things Exclusive Digital Pack is coming
Netflix posted a photo of the Google Allo Stranger Things Sticker Billboard prompting people in NYC to ask their Google Assistant in Allo “Where is Barb?” to peel one off this wall.
Google Posts a Photo of Barb sticker and billboard intriguing NYCers to look for Barb
Sticker covered billboard prompted users to ask the Assistant: “Use your powers” and get location of the vending machine (@google Use your powers)
Users who saw the social post will test this query in Google Allo with the Assistant. In return, they will receive the location of the sticker wall.
Visitors gained the ability to use custom Stranger Things SnapChat filters by geofencing the surrounding areas on SnapChat, with visuals leading people to the billboard as well as the vending machine.
The filters were available approximately 4 square blocks surrounding each activation.
And were available for visitors in NY during the 4 days of the activation (Between 7am and 7pm)
Stranger Things Paid Social Driving traffic to activations
Netflix Posts a photo of the Stranger Things vending machine
Music by Iván Galván
Music by Iván Galván
Music by Iván Galván
