Google Home Mini Donut Shop

multi-city national marketing campaign activation

In 2017, I managed the creation a first-of-its-kind consumer activation for the newly launched Google Home Mini, a 14 city 35 day roadshow called the Google Home Mini Donut Shop.

Armed with the tagline of “the size of a donut, the power of a superhero,” my team was tasked to develop a hands-on product experience to show real people (outside the tech community) how a smart speaker could provide a little help at home. On an eight week timeline, I guided a cross-functional group of 20+ in-house creatives, producers, and partners to build out the Donut Shop from concept to execution. Through the tour, over 60K people tried out Google Home Mini, and the campaign yielded nearly 500MM earned media impressions. What started in the United States was deemed such a success that it eventually went to four international markets: London, Tokyo, Sydney, and Toronto.

My scope also included overall project development, acquisition of concept approval, curation of production and creative teams, vendor selection, stakeholder and budget management, cross-functional engagement with PR, Legal, and Media teams to ensure a full 360° execution of the campaign, and the codification of tour elements for other markets to leverage.