Google Photos “Pay With a photo” food truck
2016
Experiential | Social
When Google Photos first launched, it was the first photo app that allowed you to search for a photo by keyword…without having to first tag your photos to do so. It just knew what a cat or birthday cake looked like. To spread the word, we created a food truck where you could purchase food by downloading the app and finding a photo based on a keyword in under 30 seconds. It was gamification meets waffles. I provided all copy and helped bring the concept to life.
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![Google Photos Food Truck]()
We parked our food truck at various high foot traffic locations throughout NYC.
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![Google Photos Game Sign]()
We provided people with a randomly selected keyword gave them 30 seconds to find a photo of it. They could try it with their own photo app or download Google Photos first. Guess which folks found the photo in time.
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![Google Photos Food Packaging]()
Those who found the photo in under 30 seconds got a big waffle (“That was fast”) and those who didn’t got a runner-up sized waffle (“You were thisclose”).
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![Google Photos Waffle]()
The packaging encouraged people to share a pic of their wafle with a hashtag.
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![Google Photos Food Truck Migos]()
Migos participated! Look at baby Offset.
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![Google Photos Zappos Stunt]()
Zappos punked us by offering free shoes to anyone who would drop their free cupcake from Google in this bin. We were very flattered by the extra attention we got.
