Google Play is not typically viewed as a champion of mobile gaming. And so our challenge was to get casual gamers to feel more positively about the brand and the time they spend gaming.
We developed and launched the campaign “Moments of Play” which used mobile gaming to turn routine downtime into unforgettable escapes.
Three featured game titles were used to tell the story of the dull moments gone fun. We created a series of videos that were used for both a Twitter conversational ad unit and as individual 6 second pre-roll videos.
We also built a unique experience in a “Pay-To-Play” laundromat where visitors received free laundry, prizes and treats just by playing one of the featured mobile titles.