Google Play X ZEDD X Marvel
Campaign
/ 2024
Leveling up Play Points into superfan playgrounds
The ask from agency Giant Spoon? Make Google's Play Points the most valuable cultural currency in gaming.
The solution—The Summer of Play, a string of summer festival activations that turned digital points into real-life level-ups. It started at Comic-Con, where The Players helped win the pitch with "Wheel of Champions"—a Marvel ferris wheel that matched riders in head-to-head versus games to win fresh new gaming gear high above the fray and the San Diego bay.
PLAYTIME WITH ZEDD IN THE PARK
Then we partnered with Grammy award-winning DJ and producer, Zedd, to turn play points into a playground at Zedd In The Park—a 3,600 sq ft. rewards-filled wonderland with putt-putt, ball pits, slides, swings, giveaways, and the best views of the main stage.
Google's Summer of Play elevated the IRL rewards of hundreds of thousands of members—and made the brand part of culture like never before
Creds
Agency: Giant Spoon
Partner Agencies: AKQA, Buck, Laundry Service, 626
ECD: Monica Herman
EP: Margaret Morici Schmidt
Lead Producer: Haley Madsen
Account: Victoria Sobel, Anya Markowitz
Strategy: Mike Friedman
Creatives: Brad Hall + Whit Jenkins
