“AR Animals”
Swift is Google’s Social Agency of Record for the brand’s Hardware & Devices. We’ve worked with them for a loooooong time. The depth of our relationship means that we know their products inside and out. We’re able to uncover opportunities for breakthrough moments and to activate our ideas quickly.
One of Google’s lesser known products was their AR program. While tech enthusiasts were dabbling with the AR feature, it had yet to gain traction with the public.
We conduct daily trend monitoring for Google - so, when Tiger King started to roar in culture, we saw our opportunity.
With people confined to their own “cages” during the pandemic, we could highlight the hundreds of lifesize AR Animals available through search—bringing wildlife to them. But we had to do it quickly to keep pace with the speed of culture.
Over one weekend, the Swift team created content in near real-time, edited in-house, and packaged up the wild world of AR into a hero film. By Monday, it was live.
The speedy effort paid off. Loads of earned media, loads of views, and even more @mentions with friends sharing the experience with one another.
