LOS ANGELES—Over the weekend, on Sept. 6 and 7, Google Play elevated the fan experience at Zedd in the Park—a music festival held at Los Angeles State Historic Park—for both its Play Points members attending in person and those joining in online from home.
Building upon previous activations at events like Comic-Con and Pokémon GO Fest, Google Play is aiming to reward its Play Points members and help connect them to content beyond the Play Store.
Google Play PR lead Nia Carter said that activating at the LA music fest aligned with “our goal of offering unique benefits to fans. Part of this is to connect users with top-tier events, and Zedd in the Park, with its massive popularity, perfectly fits that criteria.”
The Google Play Playground was a multilevel, 3,600-square-foot playground that offered a prime view of the main stage, along with interactive elements like glow-in-the-dark games, a dance floor, mini-golf, a photo booth, and an arcade station with a digital mini game that mirrored the real-life playground. A giant slide leading into a ball pit offered fans a fun way to return down to the festival grounds from the viewing platform.
Play Points members received access to a fast-track entrance; the members-only upper level; and rewards such as custom Zedd merchandise, collectible posters, and Play Points bonuses.
Carter explained that this was the first time the brand created a themed “playground.” Play Points members at Pokémon GO Fest in New York had the opportunity to stop by a lounge on Randall’s Island and get free 100 Thieves merchandise. And at Comic-Con in San Diego, members could ride the Google Play Wheel of Champions, an 80-foot Ferris wheel.
Those who weren’t in attendance at the music festival can access Google Play’s digital playground until Sept. 30.
With the online version, players travel through a virtual playground inspired by the Zedd in the Park experience while dodging obstacles to score Play Points that can be used toward exclusive Zedd in the Park merchandise, including a signed vinyl version of Zedd’s latest release; a limited-edition fanny pack, bucket hat, and festival poster; and a bundle that includes Pixel Buds, a collectible bandana, and a pin.
Keep scrolling to see more from Google Play’s Playground…
VENDORS
Campaign Strategy & Execution: AKQA
Experiential Strategy & Execution: Giant Spoon
Media Strategy & Execution: MFG
Paid Media Production: Buck
Photo & Video: Six Twenty Six
Organic Social Strategy & Creative: Laundry Service