GOOGLE PLAY: summer of play
CREATIVE DIRECTOR // GIANT SPOON
Google Play wanted to make a splash by rewarding super fans and making Play Points the most valuable cultural currency in gaming. So how’d we do it? With the Summer of Play - a series of activations that brought Google Play’s loyalty program to life and turned digital points into real-world level-ups. From Comic-Con, to Zedd in the Park, to the homes of gamers playing along around the globe, the Summer of Play elevated the IRL rewards of hundreds of thousands of members—and made the Google Play brand part of culture like never before.
Wheel of Champions at SDCC
First, we took rewards to new heights at Comic-Con. Our custom 80 foot-tall Ferris Wheel was more than an eye-catching ride of superheroes and villains with can’t miss views – it was an IRL prize wheel, with exclusive surprises - like limited edition Marvel collectibles - for Play Points members to win while they spin. Play was the ticket to ride. The fun started in line as guests played a custom quest, created in partnership with Marvel Contest of Champions, before boarding the wheel to ride high above the San Diego skyline.
The Google Playground at Zedd in the Park
Then we turned rewards all the way up at EDM festival Zedd in the Park with the Google Playground. This multilevel 3,600-square-foot wonderland offered killer views, interactive photo ops, and immersive games - and here, the more you played, the better the rewards. Play Points members got access to a fast-track entrance; a members-only upper level; and exclusive rewards including custom Zedd merch, collectible posters, and Play Points bonuses.
And the fun didn’t stop there. A custom digital game mirroring our IRL playground gave Play Points members everywhere a chance to level up and collect rewards.
