After a relationship established through projects such as the launches of the Nexus One and Nexus S phones, Search Stories websites, and Google Mobile YouTube Channel, Google came to TEAK with a challenge to promote and educate early adopters about the new Chrome notebook.
The Chrome notebook is a new lightweight laptop running on the Chrome OS platform, so all information and applications are stored online. All settings are stateless, so no matter what happens to your laptop you can be up and running with identical settings, on a new machine, in moments. Google marketing wanted to get the word out about this new web-based hardware without advertising directly. They awarded TEAK the assignment of concepting, creating and developing a microsite and launch video for this new product.
The objective was to help introduce Chrome OS to early adopters and fans, and demonstrate that the Chrome operating system keeps your data "in the cloud.” The challenge was to present this information to a target group that has “seen it all” and is tech savvy to the point of assuming ideas about a product before it comes out.
TEAK focused on introducing the Chrome notebook through inventive, entertaining, and original content, and confronted marketing issues by challenging how people use their regular computers. We showed them a new way to use computers and operating systems. Our strategy was to poke holes and make fun of the typical PC experience. We portray Chrome OS as better than the delayed, typical, unsafe PC experience, and set up the Chrome notebook as a solution to what bogs down normal PC experiences.
First, a video was created to communicate this revolutionary technology. It features a Google developer trying to design a poster for a friend’s lost cat. Every time he takes another step in the process, his Chrome notebook gets whisked away by a lab tech and destroyed in an unexpected way. The developer then gets a new notebook and picks up exactly where he left off... his information safe in the cloud.
To further energize Google fans and developers, as well as to recruit Pilot program participants, TEAK built the Demo Lab website. The site invites users to “chat” with a lab tech, and suggest fun and entertaining ways to destroy notebooks running Chrome OS. Undisclosed keywords trigger videos of the destruction. Google fans have been working hard to guess words and reveal the 40 plus videos hidden within the experience. An interactive footer invites people to sign up for the Pilot program, and also features information about recycling computer hardware and reducing environmental impact.
Facebook and personal blogs were abuzz with people sharing keywords and talking about the campaign. It created huge excitement among Google fans, with more than one million video views on the Demo Lab site. Additionally, the “Speed and Destroy” video has garnered more than one million views, and Easter Eggs studded within both the microsite and video have kept the campaign active for months.
TEAK is a San Francisco-based collective of film, editorial, animation and interactive content creators whose medium is everything digital. The dynamic full-service production, post-production, motion graphics, and interactive media studio features a roster of directors, editors, VFX artists, designers, animators and web developers who form a creative think tank of talent that crafts unique viral campaigns, commercials, and branded entertainment. TEAK strives to deliver a complete online brand experience with a custom-built integrated digital development center, where they do digital planning and front and back-end site building, and create branded content, including video shooting, editing, and animating. TEAK’s clients include major ad agencies and direct-to-client relationships with brands such as Google and Sony.
Check out TEAK at www.teakdigital.com
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