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Google Street View: Veteran's Day

Google Treks: El Capitan, Yosemite

 

Concepted, developed, and executed large scale brand campaign for Google Street View by documenting 5 blind veterans as they kayaked through the Grand Canyon. The project yielded over 30 million engagements.

About

Google sought to showcase the capabilities of Street View in an innovative way and demonstrate possible applications beyond traditional city-mapping. They came to us to help find the use case, create the strategy, execute the creative, and ensure people found out about the story.

We created the idea to use Street View to document a team of 5 blind veterans as they set a record kayaking 226 miles of technical whitewater down the Grand Canyon. Our team trained acclaimed photographers and cinematographers on the technology to capture stunning award winning 360 degree still and video of their inspirational journey.

To spread the word, the team utilized a social influencer-based marketing plan. We shared 50+ photo assets and 3 films, all specifically designed for unique social platforms and specific influencers and partners needs.

This lead increased organic reach and engagement with user Street View (uSV), created a test case to inspire uSV creation, and leveraged SV to drive brand love for Google while reaching consumers outside of the traditional tech audience.

Results

  • Over 30 million views of 25+ GoPro Fusion and DSLR uSV panos

  • uSV imagery featured on TODAY show with specific call outs to Google and Street View

  • 360 imagery proved a powerful medium to tell the story, the journey,  and the real human emotions— all of which captivated influencers and media to share.

  • Google posted content on all of its social channels, est reach 54 million

  • Nominated for 3 Shorty Awards including Best Physical and Digital Convergence, Best Use of 360 Video, and Most Creative Use of Technology

  • Creative Partners: Google Street View, Sender Films, Concentric Creative

 

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The project garnered hundreds of thousands of views on social media thanks to organic sharing.

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Nominated for three different Shorty Awards, and won in two categories.


ALL PHOTOS BELOW - CREDIT: GOOGLE

Street View  Street View image of Lonnie Bedwell kayaking through Georgia Rapid in the Grand Canyon

Street View
Street View image of Lonnie Bedwell kayaking through Georgia Rapid in the Grand Canyon

Project Launch Video In honor of Veterans Day and those who have given so much, Google partnered with non-profit Team River Runner, an organization dedicated to providing all veterans and their families an opportunity to find health, healing, and community purpose.

The TODAY Show
Our team being interviewed on the TODAY Show

Paddle Salute  Our team raises paddles to salute

Paddle Salute Our team raises paddles to salute

360 video of kayakers moving through rapids Join Blind Veteran Lonnie Bedwell in 360 as he follows Veteran Guide Russell Davies through technical whitewater in the Grand Canyon. In honor of Veterans Day and those who have given so much, Google partnered with non-profit Team River Runner, an organization dedicated to providing all veterans and their families an opportunity to find health, healing, and community purpose.

Veteran athlete kayaking  through some of the incredible rapids of the Grand Canyon

Veteran athlete kayaking through some of the incredible rapids of the Grand Canyon