After several delays and innumerable leaks, the launch of the Google Pixel 4a was shaping up to a little… blah. So, how do you get people excited for something they already know everything about? Make it personal. Instead of creating one launch for thousands of people, we created thousands of launches, each for one individual. We looked back at over a year of Twitter chatter and hand-crafted responses to people interested in the device. We included personalized URLs and images to make sure they knew we were talking just to them.
But before we did, that we had a bit of fun teasing the phone. We simply updated the URL in our Twitter bio and hoped the fans would notice and head to our microsite that was riddled with Google Easter eggs. From the features we hid in the source code and “Pixel Latin” to the interactive puzzle in the header that revealed the launch date, people quickly decoded the whole thing. And that excitement that had fizzled out? It was back again.
2021 Shorty Awards - Gold
Press: Engadget, CNET, Droid Life, The Verge, 9 to 5 Google
The tease:
CD Google - Kevin Butler
ECD - Jeremy Bernstein
CD - Dan Licht
ACD Art - Caitlin Harsch
Senior CW - Anna Wehr