Google’s Winter Wonderlab Pop Up

Client: Google

Agency: Autofuss

Role: Senior Producer

Google approached Autofuss to create a new way to connect with customers this holiday season. Google wanted a unique holiday experience to celebrate the new Nexus lineup, and their first steps in retail. We gave them the Winter Wonderlab.

Built from the ground up: A pretty large-scale design process brought to life everything from the illuminated counter displays to the trees to the geodesic snow globe itself—a 25 foot tall dome that featured a snow machine and a Phantom camera on a custom 180º track.

One of a kind snowball technology: With our custom robotic camera rig, people could turn their three second holiday moment, into a sharable fifteen second slow-motion video.

A virtual waiting line: To avoid long physical lines, we built an Android app that allowed users to register for a specific time in the Snow Globe. Visitors could browse Google Play Music, Movies, TV Shows and Games while they waited, or be texted when it was their turn. And after recording their video, they could return to any Nexus to add custom music and share their holiday creation.

The Snow Pass: Using the Nexus’s NFC capabilities, we created “The Snowpass”, which allowed people to check their place in line, view and edit their video on any tablet, or take it home later.

Supporting Communication: The experience was promoted through an extensive OOH campaign in 6 popular locations across the country.

The Results: With a talented team of architects, robitcists, designers, developers and producers we were able to design, train dozens of employees and scale the experience it to six locations across the country in just over 3 months. Oh, and over 10 million people saw the Winter Wonderlab in person while earned media generated 427 million impressions. Pretty cool.