Google Assistant is on every consumer electronics device you can imagine: from phones and speakers, to refrigerators and cars. To bring this ubiquity to life we painted Google Assistant all over Vegas and let CES attendees experience what it is like to use it.

From Las Vegas Airport to The Strip, Google Assistant answered questions, showcased partnerships and demonstrated its cool capabilities in OOH advertising that was literally assistive.

We wrapped a monorail that tours the city and replaced routine announcements with the voice of Google Assistant.

We extended our creative presence to 200+ partner spaces around CES for a dramatic multiplier effect.

Giant Google Assistant-enable gumball machines answered queries from the crowd, and dished out cool prizes.

And there was the 3-story Google Assistant Playground, an epic, ever-changing installation where people could get hands on and play with Google Assistant.

This was CES like only Google could imagine it.

Playground: a three-story space outside the convention center allowing attendees to play with Google Assistant through:

A 15-minute experience through the magic of Google Assistant: a 360 planetarium show, a voice controlled Rube Goldberg machine, and 14 phone booths with different Assistant experiences.

Continuous partner programing: podcasts with Conde Nast, Tyler Florence cooking demos, Dominos pizza parties.

Gumball Machines: Three twenty-foot-tall gumball machines at CES’ highest traffic locations. Attendees pose queries and are rewarded with an enormous gumball featuring a prize from one of our hardware/software partners.

OOH: 55 placements across Vegas - airport to the strip - conveying our universe of partners and assistance for CES attendees: entertainment in taxi lines, reminders to hydrate, shortcuts for making reservations. We wrapped the Vegas monorail - the most assistive transportation at CES; standard announcements replaced with info from Google Assistant.

Partner Activations: Coordinated Google Assistant in 200+ partner spaces around CES.

200+ press articles

Likelihood to partner with and/or use the Google Assistant increased by 78% as a result of visiting the playground.

8 in 10 CES attendees claimed to see the Google Assistant; only 4 in 10 for a key competitor.

Familiarity with Google Assistant increased 60% as a result of our CES activations.

58% of current users of a key competitor said they were more likely to use Google Assistant.

16,000+ visitors to The Playground. Second floor visitors had an average dwell time of 27:20 minutes and over 8,700 Google Assistant demos were conducted.

52k social mentions of Google at CES; 18k mentions of Google Assistant at CES (240% more than nearest competitor)

Usage of “Hey Google” as a hotword in social conversation increased, on average, by 84% over the course of the week.