To reach our audiences where music matters most, our strategy focused first and foremost on mobile. We chose a targeted set of publishers - mainly influential music publications that overlapped with our audience, could accommodate the our new HTML5 unit, and had significant reach to compel music lovers to share The Cube.

Rolling Stone was a key partner, and to complement our industry outreach strategy, we created an installation which used the mobile device inside a physical cube to power the music experience for artists, labels, and influential industry partners.

In the month following The Cube launch, we saw a 23% increase in Google Play Music sign-ups - more than double our original target. Interaction rates on ads were up to 2x the benchmark for rich media display, and we received widespread presence in global publications across 13 countries including Wired, Rolling Stone, The Verge, TechCrunch, and Engadget.

More importantly, The Cube has opened doors with artists, labels and musicians who are looking for innovative ways to produce and release their music.