TWELVE DAYS OF POP-UPS 7/12 : GOOGLE'S WINTER WONDERLAB
December 7, 2015
In 2013, Google launched holiday pop-up shops showcasing their latest gadgets, featuring Google’s Nexus 7 tablet, Chromebook laptop, Chromecast TV dongle, and the Google Play store. The shops, called Winter Wonderlabs, introduced these products to consumers and allowed shoppers to test out them out. They launched this initiative on the northwest side of the New York City's Bryant Park skating rink and in malls in Maryland (Westfield Annapolis), Chicago (Westfield Fox Valley), California (Westfield Topanga and Westfield Galleria), and New Jersey (Westfield Garden State Plaza).
Why we loved it?
Google Winter Wonderlab’s human-sized snow globe invited participants to spread holiday cheer by making their own slow-motion video to keep and share online. To sprinkle on even more fun, they also provided holiday themed props such as fake snow and fabric snowballs as dynamic backgrounds for these videos. Google knew that their target audience likes to “stay connected” to the digital world and not only gave them content to share with their friends and followers, but also encouraged visitors to stay around to listen to music, play games, watch videos and surf the app store on their devices.
How did Google create a delightful experience?
Knowing how important convenience is to shoppers, Google avoided having visitors stand in long lines. Visitors were able to grab a “snowpass”- a teal card available on every tabletop that secured one’s place in line, and registered with their name, email address and cell phone number. A notification popped on their mobile devices when it was their turn in the globe.
Build your pop-up experience around your target market and convenience. Google identified that their target market is always “connected” and participates in social sharing. Because of this, they used a video booth to allow their target audience to create fun videos and share with on their social platforms- which, in turn, built buzz and brand awareness around the launch of their new products.
Google also considered the convenience of their participants and improved the overall experience by notifying people of their turns in the globe as they interacted with their products rather than having them wait in lines. As you activate, follow this organized example and make it simple for people to join in and participate. The easier, the better!
This content is from Creative CNTRL's Twelve Days of Pop-Ups: An Insider's Guide to Popping-Up for the Holidays e-book. Every day from December 1st-12th, I will unlock a new chapter of this e-book, but you can download the full e-book here.