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Brand slam: Google vs Amazon

Online heavyweights Google and Amazon are impressing their tech-savvy audiences with innovative experiences that put a fresh spin on their products, services and TV shows.

Brand slam: Google vs Amazon

Amazon

Event structure

The online retailer's experiential campaigns have been staged at various events, including SXSW and Comic Con. It has also partnered a range of brands for activations, including Chevrolet and airline JetBlue. 

Social footprint

Its UK Twitter account, @AmazonUK, has 1.69 million followers and its US account has 2.79 million, while its Facebook page has garnered close to 29 million likes. 

Recent campaigns

Amazon's Treasure Truck made stops in Manchester and London last year, offering one carefully selected product at a time. Each offer was a surprise, with only limited stock on the truck. After customers purchased the product through the Amazon app, they then selected a convenient time and place from which to pick up the item from the truck. 

Last October, Amazon Prime Video created an activation promoting its series The Tick, staged at New York Comic Con. Visitors could interact with robots, create superhero profiles and unlock further programme content with a Snapchat code that was located inside a food can modelled on a product from the show. 

Latest campaign

Amazon Prime has been showcasing three Emmy-nominated TV series at an immersive experience in the US. The two-week Prime Experience took place at the Hollywood Athletic Club this month and offered talks and interactive themed rooms. For one of the spaces, Amazon recreated the world of its period comedy-drama The Marvelous Mrs Maisel. Visitors could travel back to 1950s New York to visit Mrs Maisel's apartment, take photos and visit other sets recreated from the show. A themed space was also created for The Grand Tour and Philip K Dick's Electric Dreams

Google

Event structure

The online giant has worked with a number of agencies, including Jack Morton, Fuse and Amplify.

Social footprint

@GoogleUK has 145,000 followers on Twitter and its US account has more than 20 million, while its Facebook page has attracted nearly 26 million likes. Its Instagram account has 6.2 million followers.

Recent campaigns

The brand ran a Made by Google pop-up at the end of 2016 on New York City's Spring Street, which involved a series of events. While visitors to the Google store were not able to buy Google products, they could learn about the technology behind its latest hardware. The pop-up event included classes to teach groups about the newly launched Pixel phone.

Google staged a lightshow at the Berlin Festival of Lights last October, using energy from people's footsteps. The installation, which measured 26m2, gave people a chance to capture their experience in the form of a gif.

Latest campaign

Google Pixel 2 partnered department store Selfridges this month, taking visitors on a tour of The Flipside, an immersive exhibition exploring the perceptions of 'radical luxury'. On the tour, visitors were given Google Pixel 2 phones to capture and share their experience and take advantage of photography tips and tricks.

Campaign says:

With pop-ups, full-blown immersive experiences, exhibitions and a lightshow, both brands have fully embraced experiential marketing. While Amazon can woo audiences with the appeal of its TV shows on Amazon Prime, Google's technological innovations are perfectly suited to eye-catching experiental campaigns. 

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