The New York Times partnered with Google Cloud to digitize its historical archive of millions of photos. Using the Google Cloud Platform, a searchable digital database was created to give journalists unprecedented access to these artifacts.

We created an immersive campaign using the artifacts, showcasing how Google Cloud technology could enhance the New York Times’ storytelling abilities.

Augmented with a web-based AR component, the experience turned the user into a journalist—allowing them to select a photo from the archive, watch it being analyzed, and then dive into stories extracted from the data found with Google Cloud technology.

Situation

Businesses are sitting on enormous amounts of data. But there is a profound gap between knowing something exists and doing something with it. We wanted to demonstrate that data could alter the trajectory of their organization in ways unimagined.

Executives and IT decision makers have choices when it comes to cloud technology, so we wanted to distinguish Google Cloud as the partner that enables businesses to create and innovate—and show how our technology can be translated into their day-to-day operations and unlock opportunities.

We needed to stand out from traditional B2B advertising and demonstrate Google Cloud technology to create awareness—while also connecting emotionally with the audience.

Brief: Shine a light on your hidden data.

Objectives

1) Demonstrate Google Cloud via a product demonstration

2) Resonate with our audience as humans, not business people

3) Educate businesses on what’s possible when they activate their data with Google Cloud

To demonstrate the potential of Google Cloud and its ability to turn inactive data into new content and revenue streams, we used cloud technology and Vision API, text extraction, and the power of the web to gather information from a curated set of historic photos in the New York Times archive.

Using the technologies, we were able to digitize the photos, then extract the metadata from both the front and the back (which included specific locations, events, objects, photographers and dates) that could potentially lead to an untold story. That information would become the basis for augmented reality—enabled ads that invited the consumer to act like a journalist and “Picture what the cloud can do.”

We found that a single photo could contain enough data to write several different stories across different sections of the newspaper—and that when utilized, Google Cloud could help journalists at the New York Times uncover endless content in half the time it would normally take.

An unlikely product demo of technology in traditional print and out of home advertising.

The goal was to demonstrate how Google Cloud can help any business shine a light on their hidden data. Through a partnership with the New York Times, we were able to showcase just how we do it. Beneath the Times lives “The Morgue”—their historic photo archive that spans over 100 years and several city blocks. First, we curated a collection to digitize. Then, using Google Cloud technology, we were able to gather data from each photo. Not only information from the front (landmarks, objects and location), but also from the faded handwritten notes on the back (date, photographer and event).

Next, it was time to use this newfound information. We created a campaign using the evocative images in both print and out of home (combined with a digital experience) to show the different storylines that can be found within a single image. Each ad invited the consumer to use an augmented reality—enable mobile experience to dig deeper into the photo as a journalist would, and explore the stories. With five subway station takeovers in New York City and Washington, DC, and strategically placed ads in the New York Times, reaching our target of C-suite and IT decision makers was undeniable.

Data was the heart of our executions. Without it, there was no story to tell.

We worked closely with the New York Times to curate a collection of photos, finding possible storylines within each one. From there, we created a digital experience to bring these stories to life, putting the consumer in a journalist’s shoes.

Data journey

The Times has a photo archive of over a hundred years of photos. So first, we digitized the selected images. Then using Google Cloud and Vision API, text extraction, and the power of the web, we were able to gather data from the front and the back of each photo.

Implementation

We dug into the data, researching possible leads that were realistic for a journalist to pursue as new content. We built these out into cohesive storylines that would be easy and engaging for a consumer to follow.

Data integration

The photos and their data-driven stories were used to create a campaign consisting of print, out of home, digital, online video, and social.

Application

The ads invited the consumer to use an augmented reality—enabled mobile experience to explore the untold stories.

Data-enhanced consumer experience

We created a data-driven campaign that blurred the line between advertising and content across physical and digital environments. The campaign launched with high-impact print takeovers in the New York Times and immersive transit takeovers in NYC and Washington, DC. Consumers were invited to step into the shoes of a journalist through an augmented reality—enabled mobile experience. Using their phones, users scanned the advertising to explore the hidden stories generated by data within each photo.

Business impact

The campaign boosted user perception of Google Cloud. The target audience responded particularly well, delivering a 6% increase in unaided awareness, 7% increase in consideration, and a 6% increase of Google Cloud as an industry leader in AI. In addition, the NYT AR-enabled print ads were a standout, delivering:

9% lift in unaided awareness

14% lift in consideration

16% increase that Google Cloud “helps businesses make the most of their data”

11% increase that Google Cloud “solves real business problems with machine learning”