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.