Originally called Key Lime Pie, employees at Google soon realised that a) people don’t really know what Key Lime Pie tastes like and b) it didn’t resonate with a global, mass audience. So the jury was out, what to call the new 4.4 Android OS. Then they struck gold.
Let’s call it Android KitKat, and we’ll partner with KitKat themselves to make it happen. (I’m evidently massively oversimplifying this.)
No money is changing hands, the ideas was to do something “fun and unexpected”. But this isn’t something that Google just came up with overnight and went ahead. They’ve been talking with Nestle about the idea since November 2012, with some 11 months of planning having gone in to it. It only got finalised in February 2013 when Nestle executive vice president of marketing Patrice Bula, decided within an hour to go ahead.
It used to be Apple that would announce a new product without anyone previously knowing about it, shrouded under secrecy and mystery. Now even they get leaked sometimes months in advance. So this partnership will have come as a surprise to even most Googlers i’d imagine.
Here’s where you can start to understand the scale of the partnership: 50 million KitKat bars in 19 countries will have Android branding and consumers will have the opportunity to win a Nexus 7 tablet and Google Play gift cards. That’s incredible scale, Google have just tapped in to creating awareness about 1) Android 2) Nexus 7 and 3) Google Play.
Production of the wrappers started 2 months ago – it’s just amazing that it hasn’t come out until now.
Nestle is also producing a small run of 500 limited edition KitKats in the shape of the Android logo and have been sending them out to influencers. Here’s The Verge proudly showing theirs off. Clever influencer tactic too, getting the big hitters creating even more interest and demand.
All of this talk is making me hungry for a Kit Kat now…
Great video and story of the making of new Google Chrome spots from BBH. Ben Malbon opens the video and you can find more on the BBH blog. (Linked above) These guys are on fire right now and deserve to be. We live in an age where it’s harder and harder for brands to tell their own stories; social media, word of mouth, consumer influence have taken over. So if you are going to create something as traditional as a TV spot, best to make it so wonderful that people not only want to hear the story, they want to know the story behind the story.
Andy Berndt, MD of Google Creative Lab and Tom Uglow, Creative Lead presented this recently on Day 1 of Advertising Week 2009. Well worth your time.
You can grab the PDF and the PPT versions of the presentation here. The podcast is here also.
During, Andy asked them to obviously think about Google when creating experiences. For me, what resonated most was that he reminded everyone to experiment often, be creative, try new things, and don’t be afraid to fail.
I don’t think that happens enough. Trying, innovating and sometimes failing. It’s easier to stick to what’s known rather than taking risks to potentially produce truly innovative stuff. Creativity and ideas generation is still alive and well but execution is being stifled by budgets and ignorance to enter new and unchartered territory. Budgets will always to some extent stifle what can and can’t be done. Also, understandably, it’s difficult from a large client perspective when there’s a lack of knowledge about all things digital and a hesistancy to try something that bit different. But that’s what the agency is there for, to bring them in to this new age of brilliance. I commend the one’s that make it out there in the wild and receive award after award but for every one stand out idea, there’s a thousand that get binned. It’s a shame.
Many of the experiments in 87 cool things highlighted mashups, interactivity, unique data usage, and the fusion of virtual worlds and reality.
From Google Maps and YouTube Annotations, to Insights for Search and a wide array of APIs, it’s easier than ever to play with inventive marketing ideas, using Google of course. We’re told to think of these tools and platforms as our blank canvas, and just have fun.
These innovative campaigns, projects, and even accidents can encourage us to expand our imaginations, think beyond our expectations and consider the impossible. Did you ever think Ohio could be a piano? Or that you would analyze your daily food consumption, and catalog it by cuisine? Or that an engaging and informative website could live entirely on YouTube? I didn’t!