This 360 campaign celebrates how Hum to Search, a new feature within Google Search, enables creative collaboration with venerable music brands and performers. Each of our partners communicate how the Hum to Search product can help consumers solve for a melody stuck in your head (an “earworm”) or simply enable music discovery. Each activation enriches Google’s position as an innovator in Search, with a focus on creative application of our technology.

We’ve all had that moment where a tune is stuck in our heads but we can’t remember the name of the song or any of the lyrics. Google created a tool that uses machine learning to analyze anything you hum, whistle or sing, to help you solve your earworm.

In a year where there was so little to be joyful about, we wanted to introduce the Hum to Search technology in a culturally relevant, joyful, and uplifting way during the ‘20 Holiday Season.

Our objectives:

- show users how they can hum, whistle or sing a melody to Google on their mobile device

- demonstrate how Google’s machine learning algorithm helps identify potential song matches

- show how users can explore information on the song / artist, view music videos, listen to the song on your favorite music app, find lyrics, and check out other recordings when available.

We created a 360 campaign featuring these elements:

- A :15 national broadcast spot “humdubbed” over L’il Nas X’s “Old Town Road” (who was getting ready to release his new single in December)

- “The Hum-Off,” featuring Hum to Search in a game on "The Late Late Show with James Corden"

- A whitelisted social post demoing this new feature by Kid Cudi, an artist known for his iconic humming

- The Top 100 Most Hummed List, the first ever Billboard chart for the most hummed songs.

In a year where there was so little to be joyful about, we wanted to introduce the Hum to Search technology in a culturally relevant, joyful, and uplifting way during the ‘20 Holiday Season.

We created a 360 campaign in partnership with artists and platforms who could:

- show users how they can hum, whistle or sing a melody to Google on their mobile device

- demonstrate how Google’s machine learning algorithm helps identify potential song matches

- show how users can explore information on the song / artist, view music videos, listen to the song on your favorite music app, find lyrics, and check out other recordings of the song when available.

We worked with venerable music partners and performers (some even famous for humming) to demonstrate how Google makes it easy to solve for earworms.

In a very speedy turnaround, we briefed partners in late October for an execution from Thanksgiving to mid-December of 2020.

- A :15 national broadcast spot “humdubbed” over L’il Nas X’s “Old Town Road” (who was getting ready to release his new single in December)

- “The Hum-Off,” featuring Hum to Search in a game on the Late Late Show with James Corden

- A whitelisted social post demoing this new feature by Kid Cudi, an artist known for his iconic humming

- The Top 100 Most Hummed List, the first ever Billboard chart for the most hummed songs.

Please see confidential info for jury.