Tapping the power of Google to bring music fans closer
The big challenge was that the summit was an existing event with a superstar DJ. So, how could we use Google’s platforms to enhance the experience (not only fulfilling their objectives but also making it the party of the year) without making it a ‘Google’ event?
We developed the idea of ‘closer.’ An experiment in live performance that would seamlessly translate the connective power of Google’s platforms into the live environment to create an unforgettable experience.
Using state of the art technology integrated with Google products, we removed the barrier between audience and artist. Bioreactive wristbands connected to fan’s social networks used motion and emotional data to transform the space and music in real-time, connecting people to each other and to the music in ways like never before. This formed the bridge between the live and digital worlds, allowing us to use the unique powers of Google Hangouts and YouTube in harmony to make an ephemeral moment last far beyond the performance itself.
"I had such a great time working on this groundbreaking experience with Google and Attica. I was able to bring my live performance to another level and connected music to the audience like never before."
– Paul Oakenfold
The entire experience was supported by a strong pre- and post-event digital engagement strategy – connecting over 3 million people to the experience, to each other, and to Google.
No one sets out to be average. No one aspires to be ordinary. Jack Morton is an award-winning global brand experience agency that exists to reimagine what an experience can be. We do that by pushing the boundaries of what’s possible in every format — virtual, live or hybrid.
Through the power of experience, we create meaningful relationships between people and brands.
But we don’t just create brand experiences. We create Experience Brands.
Promise + Proof = Experience Brand
We believe that great experiences drive loyalty and build advocates, but extraordinary experiences create Experience Brands. Brands that deliver proof on their promise at every touchpoint, time and time again.
At the core of our agency is our people. Founded by a man nearly a century ago who believed that experiences move people to act, we continue to live by this notion today. We are a dedicated team of strategists, creative innovators, world-class designers, futurists, operational experts and business partners.
Born out of smart insights and built creatively with a content-first approach, our award-winning experiences are imaginative and engaging, innovative beyond expectation, and flawlessly executed.
Each and every day we are driven to do one thing: Be Extraordinary.
This desire fuels our work and our culture. Because we don’t want to be ordinary. And neither do you.
Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at www.jackmorton.com.