In 2020, Google launched the new Chromecast with Google TV: a re-imagined platform with a richer streaming experience aimed for an audience that craves more immersive experiences. But in times where creative artistry and skills to deliver a beautifully executed communications solution was more challenging than ever, how do we find an imaginative way to introduce the new bundle?

The new Chromecast with Google TV makes it easier to explore content using your voice. To launch the new device, Google teamed up with Netflix to offer six months of the streaming service with a Chromecast purchase and tasked us with finding an immersive way to introduce the new Chromecast with Google TV + Netflix bundle.

For fans and influencers, we created a limited edition communication piece called The Chromecast Curiosity Kit. Modeled after the queen’s official communication box, the kit contained items with corresponding Google Assistant queries inspired by season four of The Crown.

To encourage the exploration of a show through Chromecast, we leveraged the launch of a Netflix favorite and created kits inspired by The Crown. Each Curiosity Kit contained a brand new Chromecast along with show-related objects with corresponding Google Assistant queries that, when asked, open up new paths of discovery and exploration through the device.

To encourage the exploration of a show through Chromecast, we leveraged the launch of a Netflix favorite and created kits inspired by The Crown. Each Curiosity Kit contained a new Chromecast along with show-related objects with corresponding Google Assistant queries that, when asked, open up new paths of discovery and exploration through the device.

The Chromecast Curiosity Kits aligned with a significant content watching and shopping time in culture. 376 kits were activated with influencers and fans on The Crown season 4 premiere date, the week before Thanksgiving. Inside the red box, the items had a polished level of finish with the most relevant material: a woven bookmark tucked into Diana’s favorite romance novel, a photo album with handwritten captions from Charles and Diana’s time in Australia, a hand drawn sketch inspired by Diana’s wedding dress, a porcelain cup and saucer, handwritten holiday card inspired by the prince’s handwriting.

Overall, the effort outpaced all expectations driving the largest post-launch spike in social mentions around the bundle the brand had seen, amassing 23MM estimated impressions during the time of the effort and helping sell more bundles in 2020 than was originally forecasted for the entire life of the product.