Google wants to create equal access to the world's cultural treasures, that's why Google Arts & Culture exists. As it turns out, our National Parks happen to be one of America's great treasures. To celebrate the centennial, we really did go there—through 5 National Parks and 10 amazing 360˚ adventures with the rangers as our guides. Welcome to The Hidden Worlds of the National Parks.

But every great experience needs equally great promotions to drive interaction. While supporting the interactive team with feedback for the site, I led the creation of an integrated campaign to launch the beautiful Hidden Worlds.

We developed a campaign narrative "We went there, so you can too" — weaving it into an ambitious 7 part comms plan. The plan consisted of creative for: trailers, social, a paid digital takeover in the New York Times (NYT), a partnership with the NYT VR app, Google product partnerships (Google Maps, CI, Search, YouTube), an Instagram influencer campaign, and several big events.
Hero Trailer
Our custom National Parks cardboards.
Our social campaign included video, VR and static assets. Pegman "went there" in his ranger-inspired costume and gave viewers a glimpse of the adventures they could look forward to seeing on the site. 
Pegman also got a makeover in Google Maps for about 5 days.
At 94, Betty Reid Soskin, the oldest park ranger in service views the #HiddenWorlds of the National Parks with Google Cardboard. 
We placed the VR trailer in a New York Times 30 day takeover that included innovative, new 360˚ units on the homepage of the site.
Our immensely successful influencer campaign sent photographers to our five parks to give their followers access into the Hidden Worlds from a personal perspective. We produced over 8m impressions from the amazing photography; like these from Travis Burke.
Students at the DC Event experience the VR film.
Laser-printed signage and adventure gear adorned the event spaces.
At Zeitgeist, Cardboard "Coin-operated" Binoculars cleverly became tools to demo the VR experience.
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