LILIAN LEE
LILIAN LEE / DESIGN LEAD + UX
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Google Solitaire

#GOOGLESOLITAIRE SOCIAL PR EXPERIMENT

Objective

To turn a Google Search launch into an opportunity to get people excited about all of Google's Easter Eggs and expand coverage of the Solitaire launch beyond traditional media.

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Tactics

We designed and physically created a custom deck of cards which we sent to journalists and social influencers across Asia-Pacific. The side of the box is labeled with #GoogleSolitaire and included instructions to make it easy for people to share the cards on social.

Card fronts that showcase a regular set of playing card deck. However, for this deck of Google cards, the user needs to use Google Search to find out what number or card it is. For example: Card 1 on top left corner shows a couple dancing with the phrase, 'It takes _ to tango'. Google Search results would return, 'It takes  2  to tango'.

Card fronts that showcase a regular set of playing card deck. However, for this deck of Google cards, the user needs to use Google Search to find out what number or card it is. For example: Card 1 on top left corner shows a couple dancing with the phrase, 'It takes _ to tango'. Google Search results would return, 'It takes 2 to tango'.

 

Results

More than 100 social posts featuring #GoogleSolitaire cards to celebrate the Solitaire launch, and more than 70 feature stories in traditional media. And counting.

Card Backs which consist of Google's Easter Eggs for players/influencers to hunt them all. Take a guess! How many Easter Eggs can you find?

Card Backs which consist of Google's Easter Eggs for players/influencers to hunt them all. Take a guess! How many Easter Eggs can you find?

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A number of social influencers posted lengthy unboxing videos on YouTube and Facebook Live, talking about the launch of Google Solitaire and solving the number puzzles on the cards with their followers. Collectively, these videos received more than 200,000 views and more than 2,000 comments from their fans.

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It appeared on the social influencers' Instagram and Facebook. All of their content further generated more than 100 pieces of user-generated posts. These cards also appeared in traditional media/major publications where journalists were excited to push for strong coverage across APAC.