Google - WNBA All-Star Las Vegas Activation 2023
The 6th Annual Awards
- Best Brand Experience or Activation
ABOUT THIS ENTRY
Google brought their Greatest Watch Party of All Time campaign to life IRL at WNBA All-Star with the Google House, elevating the experience of WNBA Fans, Players, and women-led brands & creators – fueling celebration of hoops culture. All activations showcased the best features of Google in the palm of your hand – from the all new Pixel Fold, to the new ways you can search with the Google app.
How does this represent “Excellence in Engagement”?
Google's brand activation during the 2023 WNBA All-Star Weekend stands out as a prime example of excellence in brand activation within the sports industry. This submission contends for the esteemed award as Google's activation at the WNBA All-Star Weekend exemplifies a "best in class" approach to brand activation in sports. The strategic integration of Google Pixel and Search into various facets of the event showcases innovation, creativity, and a commitment to engaging fans. This submission confidently contends for the award representing a standout achievement in sports marketing. The activation enabled the Google brand to be front and center during the WNBA All-Star experience at all touchpoints, highlighting not only the brand message, but Google’s commitment to helping elevate and grow women’s sports. Every element within the activation spaces was customized to give consumers a closer personalized connection to the WNBA through Google’s suite of products, with technology features showcased throughout. By weaving the activation into paid media, Google was able to extend the reach of their experience to consumers who were not on the ground through storytelling content, delivering behind the scenes access to fans throughout the weekend on WNBA social channels and through in-broadcast features on game day.
Objective
The 2023 season would be one of the biggest seasons to date. With the formation of the Aces’ super team, Breanna Stewart’s move to New York City, and Britney Griner’s return, there was no shortage of storylines to encourage viewership, growth, and support of the league. Fans don’t just tune into the W because they’re encouraged to promote women’s sport, they’re tuning in to catch the city-reppers, style icons and stars that make the league so special. Thus, Google set out to highlight the league of hoopers unlike anything else - you know the saying - “Girls is Players Too.” Showcasing the latest in Pixel and Search product innovation, Google enhanced fan and athlete experience by putting the best of Google in the palms of hands. Google’s campaign served as a celebration of women during the marquee event, while raising awareness, consideration, and preference of Google products and services among basketball fans. Coming off of the successful NBA Playoff campaign, “Greatest Watch Party of All Time,” the anthem was extended to the WNBA through experiences, social and broadcast to create a celebration of hoops culture, community and the women driving it forward, with the help of Pixel and Search’s innovative new features.
Strategy & Execution
This activation was built off creative developed for WNBA Tip-Off (“WNBA Tunnel Fits” featuring Search) and NBA Playoffs (“Greatest Watch Party of All Time” featuring Pixel). As a physical manifestation of season-long creative, Google built experiential, social, digital, and broadcast extensions for All-Star celebrating female hoops culture. This celebration of culture and community deepened fans' connection to the WNBA, while also showcasing the product innovation coming out of Google. The approach focused on the consumer journey of fans within Google House. Creatively, we took inspiration from “The Entrance” scene from the “Greatest Watch Party of All Time” campaign, as well as Google Search’s “WNBA Tunnel Fits” creative to give attendees the ultimate celebratory entrance moment. Rooms within the activation were developed to allow fans to experience things they love about the WNBA, all with Google product innovation at the center. Surprise and delight moments were sprinkled throughout, including appearances from WNBA All-Star and #TeamPixel member Kelsey Plum to hype up fans, allowing Google to seamlessly blend into the culture of the W. The approach ensured fans were engaged around their passion points (the game, fashion, art, and more) while learning how Google can be helpful in their day-to-day experiences.
Organizations
- The Robot Company
- GMR Marketing
- Optimum Sports
- Media Futures Group
- NRG Experiential
Links
Credits
Kate Johnson
Director Sports & Entertainment Partnerships Marketing, Sports Lab
Google
Adam Lewis
Sports Marketing Manager, Sports Lab
Google
Julia Cheney
US Cultural Marketing Lead, Devices & Services
Google
Natalie Tay
US Sports Marketing, Devices & Services
Google
Jared Harris
Manager, Global Talent & Creators, Devices & Services
Google
Todd Fischer
Executive Vice President, Client Consulting & Services
GMR Marketing
Peter Aiello
Vice President, Client Consulting & Services
GMR Marketing
Siah Burton
Senior Director, Client Consulting & Services
GMR Marketing
Zachary Blumenstein
Account Supervisor, Client Consulting & Services
GMR Marketing
Jared Merrell
Managing Director
Optimum Sports
Jessica Goldstein
Senior Director
Optimum Sports
Caroline Taylor
Associate Director
Optimum Sports
Conor Brody
Supervisor
Optimum Sports
Darby Reed
Media Activation Director
Media Futures Group
Adam Rothstein
Associate Director, Sports & Entertainment
Media Futures Group
Jackie Troung
Partnerships Manager, Consumer Apps
Google
Casey Rosenfeld
Supervisor
Optimum Sports
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Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
