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GOOGLE

PAY WITH A PHOTO

CHALLENGE

Most consumers already have a Photos app on their phone that’s “good enough." Google sought to drive downloads of Google Photos, and promote their search function as their key differentiator in the market. 

STRATEGY

Highlight the endless scroll to find a photo as
a universal consumer pain point.  

EXECUTION

A Google branded food truck, offering a beat-the-clock challenge.  Users in New York, Austin and Los Angeles were required to download Google photos before placing an order.  When they came to the front of the line, they were tasked with finding a photo of a simple item like pizza or a boat within their existing photos.  Google photos' quick search function found a relevant picture, earning them currency for free food.  

RESULTS

40 million impressions with no PR
or paid media

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