The Challenge: Showcase Google Allo, a smart group messaging app to local college students from Boston University and Northeastern University. Encourage guests to download and discover the unique features this messaging platform has to offer, all while enjoying a great night of live music with their friends.
The Execution: We produced a live concert event, featuring National Talent at one of Boston’s premier local concert venues; just steps away from both campuses. All students had to do to get into the event was download the app and create their own group chat, which then allowed us to encourage use of the app throughout the night. At check in, attendees learned about the Group Chat Challenge; an interactive game that encouraged guests to use their group chat to accomplish specific tasks to receive swag and win prizes. While our house DJ encouraged all guests to interact on the app throughout the night and hyped them leading up to the main performance by American indie pop band, Bleachers. At the end of the night, on their way out, each guest received a sweet treat from the Google Allo cookie truck as one last take away to remember the night.
The Results: Attendance of 450+ college students with a social media reach of 28,260 within the span of a Five-hour experience.