Launched during the 2013 holiday season, Winter Wonderlab was an exciting opportunity to bring interactive technology, robotics and physical design to life, creating a way for Google to demo a new lineup of consumer hardware devices and introduce them to consumers. Nexus 7, Chromecast and Chromebooks were prominently showcased and demoed in six top shopping destinations across the US, including Bryant Park in NYC and offered holiday shoppers and families an oasis from the chaotic holiday season. A custom giant life-size snow globe complete with snow was the highlight in each location, offering a way for friends and family to come together to create a personalized slow-motion holiday video to share on YouTube and across social media.

This campaign had multiple PR elements and was able to shape consumer perceptions of Google hardware through the experience and provided a way for both press and consumers to interact with our products. Positive media coverage on Winter Wonderlab was a major source of driving traffic to the experience and consumers were also encouraged to share their interactions with Google via social channels.

Winter Wonderlab was revealed to the press on November 15 through a press-only event at our flagship location, Bryant Park. In total, Winter Wonderlab ran smoothly across 6 metro areas, including New York City, Washington DC, Chicago, New Jersey, LA & Sacramento, for 6 weeks during the holiday season (Nov 16 - Dec 24).

The program generated 427M impressions through earned press coverage. In addition, over 10M people were exposed to the Winter Wonderlab and 100K people spent 8 minutes on average learning about our products and engaging with a Google Specialist driven from the Winter Wonderlab during a 6 week period.