Google Fiber's tri-city concert
Google Fiber needed a launch strategy for their high-speed data service debuting in three geos. Magnet produced a world-first concert.
The Google Fiber team approached Magnet for a launch strategy for their high-speed data service launching in Kansas City, Austin, and Provo, Utah. Austin-based musician Nakia (a contestant on The Voice) agreed to perform a concert for the event. The catch being that band members would play separately from the three different cities, broadcast together in one livestream.
The creative concept and production was a “world’s first” concept for a concert that took place simultaneously in three places, but in one united online destination, at once.
To achieve this, Magnet placed regionally well-known bands with a nationally-established artist in each of the three cities and had them perform together as a multi-cam livestream over Google’s high-speed data lines, re-engineering Google’s livestream technology to iron out any latency.
For promotion, Magnet used an influencer strategy to drive awareness. The result was an incredible brand “moment” that was experienced live by key audiences in each of the regions, and an invitation-only livestream (with executives from MTV, Billboard, Spin, The New York Times, etc. in attendance) online. It was cited by Google as the best campaign they used for any launch that year.
The campaign had to focus on the regions where their service was available, but have a national appeal (from a press / communications perspective). It also had to be a demonstration of the services’ power and technical capability, as differentiated from the competition in the high-speed data / telecom and wireless marketplace.
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