Google’s Pixel Launch in SF

 
 
 

Google's Pixel Launch

On October 4, 2016, tech industry mavens around the world were introduced to five premiere Google products all proudly wearing the name “Made by Google.” This press event, held in a temporary event space in San Francisco, was live-streamed globally and watched by more than 3 million people worldwide (a record number for the brand during a launch event).  Google’s CEO Sundar Pachai kicked off the morning event outlining Google’s evolution to hardware, after which product specialists gave detailed on-stage demos.  Post the formal press conference, event attendees explored built-out environments designed to highlight the features of each device. The Pixel smartphone’s 12.3MP low light camera technology was the focal point of a colorful photo experience, while a custom-fabricated home environment became the backdrop for the voice-activated Google Home, Google Assistant, and Chromecast Ultra. Press stepped into a whimsical forest landscape to experience the Daydream View headset, Google’s latest advancement into the world of virtual reality.

 
 
 

YouTube Vidcon Booth

 
 
 

YouTube Vidcon Booth

In support of YouTube Red, their newly launched paid subscription service, YouTube returned to VidCon in 2016 with their largest convention activation to date. Fans were invited to step inside film set-quality vignettes inspired by several of the new YouTube Red original productions. In the spirit of the convention, each vignette was designed as an interactive photo booth experience where fans could capture their own content as a supporting character alongside their favorite YouTube stars. Guests could pose scared and screaming in a bloody hospital room full of illustrated zombies (and one truly scary live actor) for the new series Fight of the Living Dead, while other vignettes included life-sized, illustrated versions of Joey Graceffa, Gigi Gorgeous, Rhett and Link, Matthew Robert Patrick, and others. There was even a jousting ring for guests to battle each other — a nod to the new YouTube Red series GameLab featuring Matthew Robert Patrick (more commonly known as MatPat). Social traction during the full activation was three times higher than overall event projections, and more than 30,000 consumers worldwide signed up for YouTube Red within
48 hours of the event.

 
 
 

Nespresso 108-Day Invasion Tour

 
 
 

Nespresso 108-Day Invasion Tour

Under the mantra “tasting is believing,” MAS introduced consumers to Nespresso’s superior coffee experience in 21 locations across 17 cities as part of the national launch of the company’s new VertuoLine machine. Consumers at SXSW and select other locations were invited inside a sixty-foot geodesic dome built to mimic the look and shape of the Nespresso VertuoLine capsule. Specially trained baristas guided consumers through the coffee capsule selection process and the operating procedure for the new machine, leaving consumers with their own cup of freshly brewed Nespresso coffee to enjoy. Other iterations of the tour included pop-up shops in malls as well as full-scale boutiques in Grand Central Station’s iconic Vanderbilt Hall and Washington DC’s Union Station. An interactive installation entitled “Which Grand Cru Are You?” helped first timers determine which capsule flavor was right for them by answering a few simple questions.
The “Which Grand Cru Are You?” installation resulted in 32,253 new email acquisitions for the brand and won EventMarketer’s Gold Ex Award for
The Best Use of Technology category in 2014.

 
 
 

Lincoln MKX Sound of Luxury

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Lincoln MKX Sound of Luxury

MAS collaborated with Vanity Fair to bring the Lincoln Motor Company down to Miami’s Art Basel as part of the Vanity Fair Social Club. Rooms in the historic Wolfsonian Theater were transformed into art installations inspired by the various Black Label trim lines used in several Lincoln vehicles, but the real star of the integration was an immersive audio visual experience called “Sound of Luxury” that showcased the world-class Revel sound system featured in several new Lincoln models. Guests walked into a sensory chamber with a Lincoln MKX in the center. Once inside the vehicle, they were able to select from among one of four original compositions by artist Paolo Prestini, each meant to evoke a different feeling. The music selection launched a synced audio and visual experience, connecting the composition with kinetic imagery, projected onto a seamless 270-degree video wall around the car. The sensory chamber was so well received that the team brought it to Los Angeles for an activation during the 2016 Grammy weekend.

 
 
 

YouTube Music UK

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YouTube Music UK

After successfully launching YouTube Music to the industry and later to consumers during the 2016 Grammy weekend, the YouTube team invited MAS to London to create an event for YouTube and music industry executives that would lay the groundwork for future conversations around the app. MAS took over a stunning Peruvian restaurant right off the iconic Hyde Park and turned it into the industry’s lounge for the evening. Guests enjoyed a performance by emerging artist Lapsley while YouTube creators Simone Caporale (ranked number one bartender in the world) and Jemma Wilson (better known as Cupcake Jemma) added some special brand magic to the evening. The event was the perfect combination of business and pleasure for the brand and the industry.

 
 
 

YouTube Creators Summit

 
 
 

YouTube Creators Summit

Every year, YouTube brings together its top content creators for a special summit. This summit is designed to both inspire them — through ideas, lessons, and stories from a wide range of industry professionals — and reward them for their incredible contributions to the success of the platform. In 2016, MAS once again worked with YouTube on this event, taking over Highline Stages in New York City and turning it into a dynamic presentation space, lounge area, colorful lunch room, and temporary set for a segment taping of the Rachael Ray show. Guest speakers included Laverne Cox, Aziz Ansari, Rahzel and Ilana Glazer, and Abbi Jacobson of Broad City. Hypnotist Richard Barker provided some comic relief by revealing, live on stage, the hidden talents of several of the creators. All 140 creators were housed at The Standard East Village hotel during the course of the summit, with rooms decked out in ridiculous swag. Evening activities included cocktail parties at the hotel and a dinner at The Park in the Meatpacking District, along with a late night after-party at
the bar Up and Down.

 
 
 

Asics Dynaflyte Launch

 
 
 

Asics Dynaflyte Launch

MAS partnered with United Entertainment Group to design a pop-up store for Asics in support of their latest sneaker technology. The store opened with an exclusive press preview where press could experience the technology first-hand through a number of athletic and interactive-driven demos showcasing the engineering and science behind the design of the shoes. Wind fans, neon lights, and runway graphics all helped illustrate the aerodynamic, “take flight” messaging behind the new sneaker campaign. To add further depth, product sketches and videos were thoughtfully integrated into the space, while product specialists were on hand to address specific press questions. A presentation featuring executives from the Asics headquarters in Japan kicked off the event.

 
 
 

Google Lion Movie Premiere

 
 
 

Google Lion Movie Premiere

Google partnered with The Weinstein Company to celebrate the premiere of the movie “Lion,” the amazing story of Saroo Brierley’s journey back to his birth town in rural India from his adopted world in Australia. Because Google Earth had made Saroo’s incredible journey possible, the MAS team was tasked with bringing this to life at the event and showcasing other Google “magic” that would appeal to the Hollywood crowd in attendance. To do so, MAS transformed a space in the Google offices into “a taste of India” for the evening, also integrating other sights, sounds, and experiences that would connect guests to this powerful global story. Scenes from the movie were shown as one seamless video on a wireless, multi-device video wall. Guests were invited to travel the world with Google’s Daydream virtual reality headset and follow Brierley from Kolkata to Tasmania through
an interactive Google Earth display.