Google: Choose Your Side

Credits & Description:

Title: Choose Your Side
Agency: 72andsunny, Google
Brand: Google
Country: USA
Advertising Agency: Google, Mountain View
Entrant Company: 72andsunny, Playa Vista
Media Agency: 72andsunny, Playa Vista
Pr Agency: 72andsunny, Playa Vista
Production Company: 72andsunny, Playa Vista
Additional Company: Lucasfilm, San Francisco
72andsunny, Google, Disney, Industrial Light & Magic, Lucasfilm: 72andsunny, Google, Disney, Industrial Light & Magic, Lucasfilm (72andsunny, Google, Disney, Industrial Light & Magic, Lucasfilm)
Synopsis:
With the most anticipated film launch of the decade, we didn’t just want to partner with Star Wars. We wanted to add to this cultural moment in a way no one else could.
Campaign Description:
We integrated the world of Star Wars into the functionality of popular Google apps and experiences. All fans had to do was answer one simple question: light side or dark side of the Force? That single choice transformed their Gmail inbox, brought lightsabers to YouTube, added stormtroopers, Resistance pilots, X-wings and TIE Fighters to Google Maps, and much, much more.
Outcome:
Results since launch:2.5 billion social impressions 1.62 billion media impressionsMentions in 81 countries
Execution:
In the weeks before The Force Awakens launch, Google unveiled the integrations to fans around the world in 32 different languages.Using social, takeovers and online film, we drove people to a site where they could choose the light or dark side of the Force. That single choice transformed their Google experience across Gmail, Maps, Chrome, YouTube, and more.
Strategy:
We invited new and old fans into the world of The Force Awakens by making Star Wars a part of their lives through the Google apps they use every day.