Play the World users can explore a world map full of locations from where movie scenes were set, learn about the films and purchase them from the Google Play store. Featured movie scenes, located by clicking the thumbnails in the ‘Featured’ tab in the bottom menu can be clicked to reveal the scene’s story animated in a 360º matchup in Google Street View. Users can then look around the scene outside the movie frame. Mobile users get an enhanced ‘look around’ experience with the use of the gyroscope.

To promote the platform a geo-localised, multichannel campaign brought the digital experience to life online & in Italian cities. This was phased over April-October 2016. Through print & outdoor the creatives linked iconic movies with contextual creatives. Specifically, we invaded the centre of Milan to display locally relevant Play Movies scenes that were shot around them. Showing the city in a brand new perspective on the movies they love, in the city they live in. In Milan & Rome, metro and footprint media showed users exact movie locations and how to get there. Movie scenes came to life, right where they were shot. Online: A YouTube centered media plan drove Italian users to the site. Google Play also featured a special ‘Play the World’ collection where all movies featured in the platform were displayed and discounted to increase transactions.

2.5k people interacted with the print & outdoor media, while 10M were reached through the whole campaign. 39% of users returned and spent an average of 01:17 minutes on the site (Google Analytics) Brand awareness for the Play store increased by 5 points, while Play Movies specifically gained 2 points (Source: YouGov).