By replying all, Google took 'leaks' into its own hands for Pixel 4a launch.
The Google Pixel 4a launch was supposed to be a big deal, but it kept getting delayed, leaked, and then a pandemic hit the entire planet.
So, how do you generate excitement about something that people are already familiar with? Personalize it!
We created thousands of individual launches, each customized for each person. We analyzed over a year of social conversations and crafted personalized responses to fans that expressed interested in the device. Each reply got its own custom URL and graphic just for that person, some very outspoken fans even got custom animations.
But one does not simply launch on social. So we teased the phone in very Google way... We quietly updated the URL in our Twitter bio and let the fans notice our microsite that was filled with classic Google Easter eggs.
People quickly decoded the entire thing, from the hidden features in the source code to the interactive puzzle in the header that revealed the launch date.
Our efforts won us a 2021 Shorty Awards - Gold
And got some earned mentions: Engadget, CNET, Droid Life, The Verge, 9 to 5 Google
