Google Play wanted to remind people that any of life’s mundane moments could be transformed into a moment of play. How would we bring this idea to life with a strategy that didn’t fall flat?
We introduced play into the most hum-drum environment we could come up with – a New York laundromat. Over three days, we transformed a standard wash-and-dry into a branded Google Play gaming hub. In return for downloading and playing a variety of games from the Google store, guests were surprised with complimentary coffee, gaming swag, and of course, gratis wash and fold laundry service, no quarters required.
We filmed the whole experience – adults and children alike jumping into an unexpected moment of play and getting their knickers cleaned free of charge – the footage garnering over 15 million media impressions.