Why is this work relevant for Brand Experience & Activation ?

Search may be the most used Google tool, but using Lens to activate search is far from a daily gesture. By using Lens to activate the Live Music Map mural, the users are given a wealth of real live information that is immediately relevant to them in the midst of a really fun experience. After bringing the Fuji Rock Festival to digitization last year (google facilitated the first livestream), this year the brand further reinforces its usefulness and delight by tailoring the experience to the immediate needs of festival goers assaulted by FOMO as they try to plan the day

Background

FujiRock is a legendary festival, and a landmark in music lovers’ lives. This project was an opportunity to bring to life a graphic visual language that could represent the Festival’s flavor, location, rock ethos and quirky vibes. The characters come to life to represent the very gods of the mountain, trees and objects ready to play. As they are activated with Lens, the graphics come to life and so do the actual bands: they are all hyperlinked to the YouTube livestream. A number of Easter eggs goad users on to keep discovering and perhaps come across right there to the band that they couldn’t possibly miss. The budget was a modest 40k, and the impact was confined to Festival goers within the camping site, who could make the best use of knowing from afar all that’s going on.

Describe the creative idea (20% of vote)

FOMO: that feeling that you just made it to the largest and most legendary music Festival in Japan, only to realize there’s way too much going on: too many stages, people, bands, friends…. Using Google Lens we created a NO MO FOMO: a Live Music Map, an interactive mural that comes alive when you use the app’s new feature ‘Living Surfaces’, bringing EVERY POSSIBLE VENUE to you and letting you decide what to see - no Fomo involved. We connected the Lens experience to the YouTube livestream so you can see every single venue in real time. The mural was located at the campsite, allowing you to plan instead of trekking aimlessly through the mud to find your tribe & your band.

Describe the strategy (20% of vote)

Google is a partner to Fuji Rock Festival and has been committed to its digitization, which started last year. This year the idea went further. By making the livestream readily available through a Lens experience to festival goers at the event, providing complete free flow of information and fun. Every Fuji Rock music lover is an advocate for Lens now, and the technology has made its way to various influencers and bands. The idea was to impact this extreme,y tech savvy audience at a preferred haunt, where they could experience the ultimate delight and utility of the Lens feature,

Describe the execution (30% of vote)

The experience starts at the Fuji Rock Festival camping site, where music fans can see a beautiful mural with music characters and references to the history and ethos of the Festival. Beyond the cool graphics, the mural comes alive as a Live Music Map: as users scan the characters with Lens, they unlock the live info on all the bands, events and sessions they can possibly want to see. Plus a bunch of Easter eggs that make it all the more fun to keep discovering. An amazing new Search experience, especially tailored for Fuji Rock. Inherently shareable, the experience makes every fan an early adopter of the Lens feature and a added guide to what’s going on at the Festival.

List the results (30% of vote)

Increased awareness, over 1000 trials Google Lens through a delightful experience that brought new technology through life in a cool & useful way. 2,8 Million impressions, 1,3 Million reach 95% click-through rate for the experience Increased enjoyment of the digitization of Fuji Rock through YouTube Livestream. Access to multiple venues for everyone, from the campsite. NO MO FOMO!! No need to miss out on anything.