5. 3
Overview
Google Glass is a brand new, innovative product that will change the way technology is incorporated in our world.
Glass is a wearable computer that allows users to record and receive data seamlessly while still interacting with the
real world. The headset works via voice commands and operates on the Android operating system. Glass will be
able to capture pictures and videos, send and receive text messages, display and read information from the Web,
translate languages and access Google Maps.
Glass will be targeting those considered innovators and early adopters. Innovators gain satisfaction from owning a
product before anyone else, and early adopters embrace new ideas after the product has initially launched. These
consumers are risk takers and enjoy trying cutting-edge products (Key Concepts in Marketing).
Affinity Productions will be implementing a 12-month campaign for Google Glass beginning August 2013.
The campaign will consist of print, television, outdoor and online advertising, as well as public relations and
promotional events.
Using these components, we hope to achieve the following objectives:
• Establish Google Glass as a unique and innovative product
• Educate consumers on Glass’ functions and how they are used
• Create initial awareness of Google Glass
• Succeed in making the product known as useful in every day life
• Shift customers’ beliefs on the attractiveness of Google Glass’ style
• Achieve and maintain a steady presence on social networks, such as Twitter, Facebook and YouTube
• Create a perceived value greater than the $1,000 price
Google Glass is a sensational and novel product that Affinity Productions is excited to help launch. The 12-month
campaign will highlight the benefits of this product and convince innovators and early adopters to purchase the
device upon its launch.
6. 4
Situation Analysis
Client Description
Google was founded in 1996 as a search engine named “Back Rub,” designed by two Stanford students, Larry Page
and Sergey Brin. The search engine was then renamed “Google,” a play on the mathematical concept of a googol,
a one followed by 100 zeros. Google Inc. was born in 1998 when the company found its first investor. Today, the
company has transformed into a technology powerhouse. Google continues to fulfill its mission to “organize the
world’s information and make it universally accessible and useful” by creating new products and services that
enhance the way people live, work and play. While the search engine that started it all is still at the center of
Google’s business model, they have expanded to offer services like Google Maps, Gmail, YouTube, Google Chrome
and Google+. In addition, the organization developed an open platform for mobile devices, Android, and now
produces mobile devices. In August 2012, Google acquired Motorola Mobility to further its position in the mobile
market. While Motorola Mobility excels in hardware, Google excels in software. Together, the two companies will
achieve mobile innovation and lower costs to consumers for superior mobile devices.
Web
• Web Search: Search billions of web pages
• iGoogle: Add news, games and more to your Google
home page
• Bookmarks: Access your bookmarks and starred
items
• Google Chrome: A browser built for speed, simplicity
and security
• Toolbar: Add a search box to your browser
Home & Office
• Drive: Create, share and keep all your stuff in one place
• Calendar: Organize your schedule and share events with friends
• Talk: IM and call your friends through your computer
• Voice: One number for all your phones, online voicemail and cheap calling
• Google Cloud Print: Print anywhere, from any device
• Gmail: Fast, searchable email with less spam
• Translate: Instantly translate text, web pages and files between more than 50
languages
• Google Wallet: Make your phone your wallet
Mobile
• Mobile: Get Google products on your mobile phone
• Search for Mobile: Search Google wherever you are
• Maps for Mobile: View maps, your location and get
directions on your phone
Geo
• Google Offers: Get amazing offers at the best places to eat, shop and play
• Maps: View maps and directions
• Panoramio: Explore and share photos of the world
• Latitude: See where your friends are right now
• Earth: Explore the world from your computer
• SketchUp: Build 3D models quickly and easily
Innovation
• Fusion Tables: Visualize, combine, host and share
your data tables
• Code: Developer tools, APIs and resources
Specialized Search
• Blog Search: Find blogs on your favorite topics
• Patent Search: Search the full text of U.S. Patents
• Finance: Business info, news and interactive charts
• Alerts: Get email updates on the topics of your choice
• Google Shopping: Search for stuff to buy
• Scholar: Search scholarly papers
• Trends: Explore past and present search trends
Social
• Google+: Real-life sharing rethought for the web
• Groups: Create mailing lists and discussion groups
• Blogger: Share your life online with a blog – it’s quick,
easy and free
• Orkut: Meet new people and stay in touch with
friends
Media
• YouTube: Watch, upload and share videos
• Books: Search the full text of books
• News: Search thousands of news stories
• Picasa: Find, edit and share your photos
• Google Play: Music, movies, books and Android apps available anywhere
• Image Search: Search for images on the web
• Video Search: Search for videos on the web
7. 5
Product Description
Welcome to a world through Glass. A world where you can take pictures, record videos, send text messages and
requestdirectionsorinformationwiththeuseofasimplevoicecommand.GoogleGlassisawearablecomputerwith
a head-mounted display that will amplify the way we live and interact with each other. By displaying information
in a hands-free format, users can interact with the Internet via voice commands using Google’s Android operating
system. For Google, the glasses are a major step toward ubiquitous computing – the idea that computers and the
Internet will be accessible anywhere, without lifting a finger.
The core of Google Glass is its tiny prism display which sits above your eye line. You can see what is on the display
simply by glancing up. The glasses also have an embedded camera, microphone and GPS. Recent partnership
agreements with Warby Parker will allow consumers to choose from a series of trendy designs.
The product’s unique features include:
• Record videos and take pictures
• Send and receive to text messages
• Search Google for information
• Access Google Maps
• Share live videos
• Connect to Google Now
• Translate languages
Google Glass will be available for public release on March 14, 2014. Get ready for a new era of computing.
Experience a world through Glass. Visit http://www.google.com/glass/start/how-it-feels
8. 6
Competitive Landscape
Google Glass is entering a very diverse competitive market, where everything has its benefits and drawbacks.
There are four main groups of competitors that could be rivals to Glass, and they are the GoPro camera, tablets,
smartwatches and smart phones. Though all have varying pros and cons, across the board the user has to stop
what they are doing and focus on the screen of the device to capture images.
Major competitors to the client and the product:
• GoPro Cameras • Smartwatch
• iPad • iPhone
• Android Tablet • Android Phone
• Windows Tablet • Windows Phone
GoPro
GoPro is the world’s leading activity image-capture company. It creates a sports camera line that captures
professional, cinema-quality video. The first camera was sold in 2004. The GoPro can be worn or mounted to
create video from that person’s perspective and is waterproof. Different models of the camera are available that
correspond with the needs of the buyer, such as the quality of the pictures it takes as well as how much data the
action camera came store. There are currently three models, the White Edition, Silver Edition, and Black Edition.
The price increases respectively. A buyer can purchase accessories to mount the camera on various surfaces,
increase battery life, or remotely control the GoPro.
Pros:
• The most expensive GoPro is priced at $399, which is $600 less than Google Glass
• Attachments to make camera more versatile
• Established sports brand
Cons:
• Bulky
• Not ‘stylish’ to wear
• Need attachments to capture action shots
• Not voice activated
iPad
The iPad is a wireless personal computer that contains a touch screen and is manufactured by Apple. It has the
same functionality as an IPhone without having a cellular phone built in. The iPad was first released in 2010 and
operates on the iOS operating system. The iPad is currently on the 5th generation, and there is now an iPad Mini.
Siri, Apple’s intelligent personal assistant, is now available for the iPad as well.
Pros:
• Versatile
• More than 700,000 apps available
• Multiple model choices
• iPad Mini and a range of memory from 16 GB to 128 GB
• Can now get cellular data plans with Verizon, AT&T, and Sprint
Cons:
• Bulky
• Need two hands to video
• Handheld; Users have to look through the screen to capture pictures/ videos
9. 7
Android Tablet
A wireless personal computer that contains a touch screen that runs on the Android platform. Acer, Amazon,
Archos, Asus, Barnes and Noble, HTC, Samsung, Sony, Toshiba, and ViewSonic all manufacture tablets to work on
the Android operating system. The first tablet device featuring Android came out in 2009. Google manufactures
the Android software to be used on tablets. There are currently over 500 million Android activations.
Pros:
• Variety of manufacturers increases the number of models
• Virtually all sizes, shapes, and memory sizes can be found
• Relatively low price, the maximum price being $650
• Versatile
Cons:
• Bulky
• Need two hands to video
• Handheld; Users have to look through the screen to capture pictures/ videos
Windows Tablet
A wireless personal computer that contains a touch screen which functions on the Windows 8 platform. The tablet
became available in early 2013. The tagline is “Windows 8 is all about you.” This tablet is on the first platform that
is capable of operating tradition desktop programs as well. The tablet line is capable of having multiple windows
open at the same time. The cover for the Windows 8 platform also functions as a keyboard.
Pros:
• Functionality
• The highest price of a Windows tablet is $770, about $300 less than Google Glass
• Variety of manufacturers increases the number of models
• Virtually all sizes, shapes, and memory sizes can be found
• Multi-functioning interface
Cons:
• So new that fewer applications are available to support it yet
• Bulky
• Handheld; Users have to look through the screen to capture pictures/ videos
• Need two hands to video
Smart watch
Smart watches are rumored to be in development by Apple, Samsung, Google, and LG. Smart watches could track
how many calories you’re burning, and also monitor your blood pressure along with many other basic features
that can be found in a smart phone. The purpose of the smart phone is to integrate the digital world into everyday
living seamlessly. Sony has already come out with a smart watch that operates on the Android system that can be
used to read emails and text messages, and receive notifications from social media.
Pros:
• Versatile
• Small and discrete
• Replaces the need to carry a device
Cons
• Cannot make phone calls
• Not ‘stylish’ to wear
10. 8
iPhone
The iPhone is a mobile phone that operates on a mobile operating system, meaning it is a cross between a mobile
phone and a personal digital assistant. It is manufactured by apple. The first generation was released in 2007, and
there are currently six generations. Product development started in 2004 for the original iPhone. The iPhone was
revolutionary in its design when it was first released and is a major reason Apple has reached the renowned status
it now holds.
Pros:
• Versatile
• More than 700,000 apps available
Cons
• Handheld; Users have to look through the screen to capture pictures/ videos
Android Phone
An Android Phone is a mobile phone that operates on a mobile operating system developed by Google. HTC, LG,
Samsung, Google, Motorola, Sony, Asus, Dell, Huawei, Kyocera, Sharp, Sony, and ZTE all work on the Android
operating system, which was first released to the public in September 2008. Google develops the Android software
to be used on tablets. There are currently over 500 million Android activations, making it the most widely used
smart phone platform in the world.
Pros:
• Variety of manufacturers increases the number of models
• Virtually all sizes, shapes, and memory sizes can be found
• Versatile
Cons:
• Handheld; Users have to look through the screen to capture pictures/ videos
Windows 8 Phone
A Windows Phone is a mobile phone that operates on a mobile operating system manufactured by Windows. It
became available to the public in October, 2012. Samsung, HTC, and Nokia are currently partnered with the
software company to make the hardware for the devices.
Pros:
• Versatile
• New easy to use interface
Cons:
• Handheld; Users have to look through the screen to capture pictures/ videos
11. 9
SWOT
To assist with the decision making and understanding of the internal and external environments in which Google
Glass exists, the following analysis has been developed to review the product’s strengths, weaknesses, opportunities
and threats.
Strengths Weaknesses
• Strength of Google as a brand
• Voice activated, and has a control panel as well.
• Hands-free technology
• Information is more accessible while
people still stay connected to everyday life
• Photos and videos automatically upload
to Google Drive, which is Google’s cloud
• Partner with Warby Parker, an
established eye-care brand
• High price
• Requires a Bluetooth connection to
a compatible smart phone or tablet
• Break through technology
typically has software flaws
• Mixed reviews about appearance
• Brand-new product that has yet to
gain a reputation; there could be flaws
Opportunities Threats
• Continue to explore new technologies
• Innovative design
• Partner with other fashionable eye-care brands
• Competitors mimicking Glass
• Google Glass may be unwelcome in certain
places because of copyright and privacy issues
• Government may enact legislation that
bans Google Glass in certain locations
Target Audience
Google Glass will target innovators and early adopters as defined by the Diffusion of Innovation Theory (Key
Concepts in Marketing). Innovators like to be the very first to own the latest products, whereas early adopters are
open to new products, but like to wait until after the initial launch to purchase. These early trendsetters will also
be willing and able to purchase Google Glass. This market can be classified as risk takers. Glass is an innovative
product designed for people on-the-go. While Google Glass can attract consumers ranging from college students
to retirees, the selected target market allows for the most effective marketing efforts for a cutting-edge, costly
product.
A Google spokeswoman said, “We’re set on getting a really diverse base of people who are going to take Glass
out into the world to have a diverse range if experiences that we can’t anticipate in a conference room.” Google
executives have not set specific demographics for the new product. They are trying to target the masses and know
Glass can be used for many types of people; however, they have specifically named creatives, parents, executives
and adventurers as markets they are interested in. The product will launch in the United States first, because US
consumers are among the most sophisticated and developed-early adopters of technology. (Marketing to the Mass
Affluent)
12. 10
Target Markets
The Creatives
• Cutting-edge members of the creative class comprise “The Creatives.”
• According to a Mintel study, wealthy people tend to adopt new products first. They have easy access to the
information needed and also have the spare money to risk on buying something new (Marketing to the Mass
Affluent).
• Innovators tend to want to pass on good ideas and useful products to other people from a genuine desire
to help a friend (Key Concepts in Marketing).
• Self-enhancement via technology is the pleasure of airing one’s knowledge about products and is something
that helps one’s self-esteem, earning the esteem of others (Key Concepts in Marketing).
• Recommending the product to others helps to confirm one’s own decisions, leading to higher purchase
satisfaction. This could enhance the likelihood that these consumers will purchase consecutive generational
products (Key Concepts in Marketing).
The Parents
• Members of “The Parents” have at least one child in their households.
• A Mintel study suggests nearly four in ten new mothers agree strongly that they are now more motivated
to buy things that make life more convenient. New moms are likely to decide that products that simplify
everyday tasks are worth the price (Marketing to Moms).
• More than half of moms say they employ digital technology such as social networks or texting to stay in
touch with their kids (Marketing to Moms).
• Trends toward sharing parenting duties show that ads can be targeted to both genders, preferably both
(Marketing to Moms).
• A Mintel study states that moms are still in charge and remain the core target for most brands (Marketing
to Moms).
The Executives
• “The Executives” is comprised of business travelers and corporate warriors.
• Business tourism is expected to grow in the next few years (Travel and Tourism).
• Practical, physical comforts and conveniences go a long way with this group. These small scale indulgences
help improve the quality of the moment (Business and Conference Travel).
• Those with household incomes above $150K are far more likely to travel for business. In addition, those
in this group have sufficient discretionary income to pay for various services that help ensure their business
travel experience is both productive and enjoyable (Business and Conference Travel).
The Adventurers
• “The Adventurers” are classified as outdoorsy types.
• United States consumers spent $2.4 billion in 2010 on sports equipment and accessories, an increase of
8.8% from 2009 to 2011 (Action and Extreme Sports).
• 118.2 million people participated in one or more action and extreme sport at least once in 2009 (Action
and Extreme Sports).
• Fewequipmentmanufacturerschoosetousenationaltelevisionadvertising,insteadoptingforendorsement
deals, use of online and social media, and promotional and sponsorship activities (Action and Extreme
Sports).
• Facebook and Twitter accounts are ubiquitous for equipment manufacturers to promote their products as
13. 11
well as for the leading athletes to promote themselves and the sport (Action and Extreme Sports).
• The greatest marketing activity appears to be in the snow-sports and wheeled-sports segments, but the
same methods are also used for surfing and other action and extreme sports albeit on a smaller scale. (Action
and Extreme Sports)
Effective marketing
Three Faith Popcorn trends can be applied to the risk takers:
• EGOnomics is a trend that offsets a de-personalized society; consumers crave recognition of their
individuality. (Faith Popcorn)
• The Fantasy Adventure trend is “our desire for roads untaken.” (Faith Popcorn)
• 99 Lives states that consumers are always on the go. They have a fear or missing out. (Faith Popcorn)
While advertising raises awareness, many consumers are more inclined to trust the opinion of a friend, colleague
or independent third party. If an advertisement is particularly interesting, people like to talk about it to each other.
Company websites play an important role in educating the public. The best way to reach mass affluents is somewhat
dependent on the age that is targeted. Younger ones are more likely to be accessible via electronic media, primarily
social networking sites and mobile advertising. Older ones are still more accessible via traditional media, but their
use of social media and mobile devices is increasing (Marketing to the Mass Affluent). It’s tempting to talk about
every single new bell and whistle, but sometimes that level of detail can actually make it harder for consumers to
see what is special, different and crave-worthy about a product. Existing ads seem to focus heavily on the products
themselves, which is a reasonable strategy for an emerging product category where building awareness is key.
Highly portable products also can be shown life-size, drawing attention to how easy they are to carry. Typical
approaches for tablet launches, one of the main competitors to Google Glass, begin with previews at industry
events that are heavily covered by press and bloggers, allowing prospective customers significant opportunities
to view photos and video previews and speculate about what will be included in the units that finally ship. A
prelaunch event is often used to provide a more detailed demo including full product details and pricing (Tablets).
Competition’s marketing strategy examples
• Simple advertisements attracted the attention of early adopters to the Google Android. A full-page spot
in the October 2008 issue of Wired for the HTC Touch Pro targeted professionals. The phone is shown
opening up to reveal a full QWERTY keyboard, and icons on the screen are defined, including read over
presentation, confirm meeting address, etc. The ad also shows how the phone can be used to balance personal
and professional life (Portable Technology).
• In its minimalist ads, Apple also often focuses on a single cool thing, often related to product design
(Tablets). For some of its iPad ads, Apple has chosen to show a bunch of cool features instead. By having a
hand scroll through a rich variety of iPad applications, Apple reinforces one of its key market advantages.
o The weakest links in Apple’s hegemony in portable entertainment stand in terms of not offering
a lower-cost phone, and the company’s exclusive agreement with AT&T through 2012.
o The iPad has gotten a boost from YouTube. Apple has maintained a YouTube channel for some
time but maintained fairly strict control over its videos (Tablets).
• Samsung puts its products in real settings, with a chicly dressed man walking down the street, through
a concert, to the grocery store, at dinner and then back at home, Galaxy Tab in hand. As part of the huge
marketing push for the Galaxy Tab, Samsung has created the “It’s Go Time” contest, which offers a $30,000
prize for the best video capturing what the Galaxy Tab could be used for (Tablets).
• Although store kiosks have played an important role in marketing the Nook, the company also took over
all the ads in the HopStop app for two months. HopStop offers transit maps and instructions for several
major U.S. cities, and the B&N marketing team thought it would help them reach an ideal target audience of
urban commuters with income and time for reading (Tablets).
14. 12
Target Profiles
The Parents
Julia and Dylan Scott
Julie and Dylan’s lives revolve around creating a happy home for
their 5-year-old, Chloe, and their toddler, Landon. They met at their
company’s headquarters on their first day of management training.
While success in the workplace is still a concern, they are much
more focused on the two children that give their lives meaning.
Julie promised her parents that she’d make sure they never missed
an important milestone even though they live halfway across the
country. As such, Julie and Dylan want a product that can easily
capture those monumental moments. They also look for anything
that makes their lives simpler, as raising two kids and succeeding
in the business world is anything but simple. With two kids and no
extra hands, they each could use a product that offers hands-free
reminders, communication and information during hectic trips to
the grocery store or Saturday afternoon visits to the park.
The Creatives
Anna
Anna is a freelance writer and lifestyle blogger, sharing about the culinary
treats and trendy art exhibits in her city. It’s important for Anna to maintain a
social presence with friends, followers and the organizations she works with.
Whether she’s tweeting from a blogger conference or texting a friend about the
newest episode of The Big Bang Theory, Anna focuses on staying connected
with her personal and professional contacts. She tends to be a trendsetter in
terms of technology and her friends always reach out to her for advice on the
latest gadgets, that is, if she hasn’t already posted a review. She values products
that are simple, functional and have stunning design. Her idea of a perfect world
is one in which she can stay connected to friends, coworkers, clients, the latest
trade news and the most recent trending topics.
The Executives
Christopher
Christopher has everything he ever wanted, including the big-time finance
job in the big city. He spends 70 hours a week in the office and wants to feel
connected even when he’s not there. He looks for products that help keep him
updated in real-time. During taxi rides, he catches up on the latest business
news and keeps an eye on his stocks’ performances. During meetings, he longs
to catch up on emails, but he sees no solution without being rude and pulling
out his phone. Christopher needs a product that offers up-to-date information
and allows him to connect no matter the time or place.
15. 13
The Adventurers
Aaron
Aaron is a successful researcher at the local university, but his day job isn’t
what gets him up every morning. What really drives his passion is adventure
in the big outdoors. He loves extreme sports and experiencing the world
outside the lab. He’s willing to travel at the drop of a hat for record breaking
waves or a last minute spot to sky dive over the Grand Canyon. He’s climbed
the highest heights and experienced the greatest thrills this world has to
offer, but he just can’t get enough of the rush he feels each time he does
something adventurous. And what’s a great adventure if you don’t capture
it? Aaron is a member of several travel sites and online extreme sports
groups, consistently sharing his latest exploits. A product that allows him
to capture those moments and stay updated on the “real world” while away
would heighten his experience as an adventurer.
So how do all these target markets tie together?
Our campaign is designed to target all four of these audiences. Consumers in each of our target markets lead busy,
demanding and active lives. Whether they strive for success in their families, the workplace, the social stratosphere
or the great outdoors, they are all high achieving individuals who look for products that will spark that success.
Google Glass “ignites” these consumers to be their best and fulfill their goals by providing a product that can keep
up with their needs and allow them to stay one step ahead. Whether it’s capturing a thrilling cliff dive, sending
the perfect tweet during a new gallery opening, taking a hands-free photo of a child’s first steps or staying on top
of the latest stock market trends, Google Glass ignites success where it matters most to these consumers. Glass’
varied features allow each of these target markets to benefit by providing easy, quick access to the tools necessary
to thrive, no matter what the environment. Our campaign will excite parents, creatives, executives and adventurers
by opening their eyes to a world through Glass.
Release Date
Google Glass will launch March 14, 2014. Historically, most innovative products in the technology sector have
launched during the months of October, November, March or April due to the holiday and tax return seasons.
Glass will experience the best launch during the tax return season because most early-adopter consumers will be
purchasing it for themselves, rather than for someone else. This release date will also help the product increase
sales during the following holiday season for the early-majority consumers to purchase, because the product will
have been tested and recommended by the early adopters. Although Google Glass won’t be released in time for
the 2013 holiday season, it will be available for pre-sale beginning Black Friday, November 29, 2013. Pre-sale
purchasers will be able to get their Google Glass device the day it comes out, March 14, and will have the advantage
of express pick-up.
The specific date March 14 was chosen because it is Pi Day. Pi is a number that starts 3.14 and goes on infinitely.
Google was named after a googol, which is a one with 100 zeros afterwards. Because Glass is a product with infinite
possibilities, it was deemed to be the most appropriate launch date.
In addition, the product launch is during South by South West, and the weekend before the 2014 TED Conference,
creating the perfect opportunity for a hyped product launch.
16. 14
Survey
The survey below, administered before the start of the campaign, helps us to understand where to reach the target
audience through media. The first two questions are general demographics, and the third question is a qualifier
to pick out the target market. The following five questions help us strategize our media plan, and the final two
questions judge the awareness consumers have of Glass before the campaign launch to set a benchmark for post-
testing. See results on page 52.
Additional surveys will be administered throughout the campaign, as well as a final survey at the end to measure
the overall success of the campaign.
1. Age:
oo 18-24
oo 25-29
oo 30-40
oo Over 40
2. Gender:
oo Male
oo Female
3. On a scale of 1 to 5, 1 being least like your personality and 5 being the most, how would you describe yourself?
4. Which media do you use the MOST out of the following?
oo Television
oo Radio
oo Internet via Mobile
oo Internet via Desktop/Laptop
oo Video streaming online
oo Music Streaming Online
oo Social Media
17. 15
5. Which media do you use the SECOND MOST out of the following?
oo Television
oo Radio
oo Internet via Mobile
oo Internet via Desktop/Laptop
oo Video streaming online
oo Music Streaming Online
oo Social Media
6. How often are you active on Social Media? (i.e. Facebook, Twitter, Google+, LinkedIn, etc)
oo Never
oo Less than Once a Week
oo Once a Day
oo 2-3 Times a Day
oo 4-8 times a day
oo More than 8 Times a Day
7. Where do you get information about the latest technology products?
oo Online
oo Newspaper
oo Magazines
oo In-store
oo Outdoor Advertisements
oo TV Commercials
oo Radio
8. Where do you mainly purchase electronics/technology products?
oo Online
oo Retail outlets, such as the Apple store
oo Third party vendors, such as Best Buy
9. Do you know what Google Glass is?
oo Yes
oo No
10. Please watch a short video HERE* (right click and open in a new tab) in order to answer the following question.
Would you consider purchasing Google Glass?
oo Yes
oo No
oo Why or why not? Please comment: ____________________
*Video: http://www.google.com/glass/start/how-it-feels
18. 16
Creative Strategy
Statement: Promotions will target technology innovators and early adopters who desire unique and novel
products that keep up with their on-the-go lives as executives, creatives, parents and adventurers. A memorable
representation of how Google Glass fits into their bold and busy lifestyles and a call to action to purchase the
product will convince them.
Advertising Plan
Key Fact: Of the 54% of survey takers that indicated they would purchase Glass, 26% indicated they would do so
during the initial product launch. Another 13% said they would be interested in a later generation, and 61% didn’t
give any indication on their purchase time line. During the initial product launch campaign, we will be targeting
the 26% that are considered to be early adopters and innovators.
Advertising Problem: Google Glass is a new product that must capture attention and market share despite being a
new concept with a premium price tag.
Advertising Objective: To establish Google Glass as an innovative product that enhances the lives of users by
capturing their memories, connecting them with friends and family, and providing them with the information
necessary to live life to the fullest, one step ahead of each competing demand.
Target Consumers: Google Glass targets active adults who lead busy and active lives as executives, creatives,
parents and adventurers. They work high-income jobs that are demanding of their time, but they still desire to
maintain balance with family, friends and hobbies. They must schedule time for meetings, dinner dates, soccer
practice and more. These consumers truly identify with Faith Popcorn’s 99 Lives trend (Popcorn). Google Glass
would help them catch up on news while riding in a taxi or communicate with a coworker while watching their
kid’s soccer game.
Many consumers in the target market also spend money on leisure activities and technology, hoping to escape
their demanding lives, following Faith Popcorn’s Fantasy Adventure trend. In this aspect, Google Glass helps them
create a visual record of their adventures – capturing a first-person view of memories ranging from climbing
Machu Picchu to skydiving over the Grand Canyon. Overall, target consumers are looking for ways to manage
competing demands with limited time and look for products and services that help them achieve this goal.
Competition: Google Glass must compete with other post-PC devices like smart phones, tablets and gaming
systems. As consumers move to real-time lifestyles where status updates, emails and media sharing happen on a
constant basis, these post-PC devices must compete to be consumer’s choice of information gathering and sharing
on the go. In addition, Google Glass’ ability to record video in active situations positions it against Go Pro, which is
marketed as the world’s most versatile camera. However, a greater challenge for Google Glass is competing against
consumer resistance toward a new product. Google Glass is truly the first of its kind, so it will be a challenge to
convince consumers to try something new and define a new market.
Key Consumer Benefit: Users will experience a product that enhances their busy lives by making information
more accessible, people more connected and memories more documented. They will feel supported by a product
that has the functionality needed to manage hectic schedules and keep them one step ahead.
Support: Television, print publications, web, outdoor, social media, promotions and events
Tone Statement: The highly-visual campaign will be fun, vibrant and informative to show how Google Glass can
enhance users’ lives.
Mandatories and limitations: Google Glass logo and website URL
19. 17
Creative and Strategic Objectives
Establish Google Glass as a unique and innovative product by pre-order date, November 29, 2013. This will be
determined via survey; 70% of survey takers should be able to differentiate Glass from competing brands and
products.
• Differentiate Google Glass from GoPro, iPhone, iPad and other competitors
o Feature the product benefits that are unique to Google Glass in all media
Educate consumers on Google Glass’ functions and how they are used by product launch date, March 14, 2014.
Survey results should show that 70% of Glass-aware consumers can list at least three major functions of the device.
• Feature advertisements that explain the functions
• Product demo videos on YouTube beginning after the pre-sale date
• In-person demonstrations (pop-up shops)
Create initial awareness of Google Glass throughout entire campaign. The number of impressions will be
measured by television viewers during commercial air time and circulation of magazines that contain Google
Glass advertisements. Impressions should amount to 100 million at the end of the campaign, August 1, 2014.
• Television commercials
• Magazine advertisements
• Product placement in popular television shows and events
Succeed in making the product known as useful in everyday life by the time of product launch, March 14, 2014.
Survey results should show that 50% of Glass-aware consumers believe the product is useful in everyday life.
• Create ads that show information as more accessible, people more connected and memories more
documented
Shift customers’ beliefs on the attractiveness of Google Glass’ style before the pre-sale date, November 29, 2013.
Survey results should show that only 15% of survey takers object to the style of Glass.
• Make the product desirable through placement in consumer lifestyle magazines tailored to the target
market
• Advertise partnership with Warby Parker
Achieve and maintain a steady presence on social networks, such as Google+, Twitter, Facebook and YouTube
throughout campaign. Specific interaction measurements are listed below.
• Promote #GlassIgnites and other various hashtags on Twitter. Gain at least 50,000 responses.
• Tweet at least two times daily from the @ProjectGlass Twitter account and gain 1 million followers
(The @Google account has more than 5.7 million followers currently)
• Create a contest for the Adventurer Blog that runs from August until the end of October. See page 41 for
details.
• Advertise to target market on Facebook, obtaining 100,000 click-throughs to Glass’ website.
• Release demo videos on Google’s YouTube channel, as well as featured blogger videos from the Adventurer
Blog. Acquire 50,000 views on each feature video, and 25,000 on each blogger video.
Create a perceived value greater than the $1,000 price by the time the product launches, March 14, 2014. Survey
results should show 70% of consumers aware of Glass believe the product is worth and would pay at least $1,000
to own it.
• Make it a coveted product that early adopters MUST have
20. 18
Creative Plan
Packaging
Edgy. Sleek. Colorful. Google is launching its newest product on the market, and the packaging has to be up to par
with its latest innovation, Glass. The sleek design incorporates Google’s unmistakable logo in its original colors,
and the simple design made famous by Google’s search engine is not overlooked. The transparent cover invites
consumers to take a look at Glass, leaving nothing, yet everything, to the imagination. The Glass logo is etched into
the transparent layer to create edginess in the design; the shadow is reflected inside and represents an extension of
the product, just as Glass is an extension of the consumers’ minds through technology.
Advertising
Nearly 93% of the overall campaign budget has been allotted for advertising. Advertising will help us reach our
target audience through print, television, outdoor and online advertising in each of the target markets.
Outdoor Advertisements
Times Square Sony digital board
We chose to do a digital board overseeing the busy streets of Times Square in New York City. The board will play
30-second videos of what it’s like to view the world through Glass. Clips would include sky diving, playing with
children, exploring the Louve and many other adventures. Since Glass will be advertized on the board for a year,
we will also base certain ads to cater to the holidays. For example, Valentine’s Day season will feature our “Glass
is Love” commercial. We chose this location for the high traffic and extremely high exposure rates. Times Square
boasts (New York Outdoor Advertising):
21. 19
• 1.8 Million Daily Passersby • 158,000 Employees
• 32 Million Annual Tourists • 1,500 Businesses
• 48,000 Residents • 33,360 Households
• Median Income of $75,000 for residents 25-34 years old
NYC Bus Ads
We decided to advertise our pre-order sale on a bus in New York City. We felt this would be a very effective way to
reach consumers since the city has one of the largest bus-riding populations in the country. We will use the ad
similar to our online pre-order banner ads.
Doodles
We made three different doodles for the Google home page.
In reality, we would like to make several more, but these
are basic examples of what we would create. They will be
randomly displayed throughout the entire campaign.
The first doodle has a pair of glasses over the first “O” in
the word Google. This will be an average day doodle, where
browsers can click and it will take them to our Google Glass
home page where they can find out more details about Glass.
Another doodle takes the “L” from Glass and unites it with the
“L” in Google. This doodle will bring browsers to the contest
page where they can learn how to enter. The third doodle
will be a countdown until the release date. Our example ad is
of the traditional Google lettering but with an added number
1 on front of the two “O’s”. This will represent that there are
100 days left until the Glass release date.
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Print Advertisements
Newspaper Ad
Our newspaper ads are meant to introduce the product and its benefits. The newspaper advertisements will run
the entire length of the campaign, however we will more heavily advertise during the first eight months. From
November 1 to December 31, 2013, the ads will include pre-order sale dates. The ad is a photo of an attractive
man wearing Glass to show people what it looks like. The headline is “Google Glass ignites a new era,” and the
copy explains the benefits and features of Glass. Additionaly, the newspaper ads feature information about the
partnership of Glass with Warby Parker. We also have a call-to-action directing the reader to the website to learn
more about the product.
The newspapers this ad will be featured in are USA Today, The Wall Street Journal and The New York Times.
Magazine Ads
The four print advertisements are based on each of the four target market profiles: The Adventurers, The Creatives,
The Parents, and The Executives. The magazines chosen to advertise in are some of the most popular for those
consumers.
All of our print ads contain:
• The slogan, “Google Glass ignites _____,” filled in based on the target market
• Handwriting to fill in the blank, as if a member of the target market filled it in
• The Glass logo
• The tagline; “Google Glass ignites a new era. How can it ignite your life?”
• A call to action; “Experience a world through glass. Visit www.google.com/glass”
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The Adventurers
“Google Glass ignites my adventurous side.” This advertisement targets the adventurers, those who partake in
activities that often restrict them from using their hands to take pictures or look up directions. We chose a first
person view of a kayak trip to demonstrate the adventures Glass can help create and capture. The right-hand
corner displays a GPS navigation screen. The copy for the advertisement mentions the camera, video chat and
navigation, all features that would appeal to adventurers. This advertisement will be featured in magazines like
National Geographic, Outside and Travel + Leisure.
24. 22
The Parents
“Google Glass ignites playtime with my kids.” This advertisement appeals to parents who wish to capture the
precious moments of their children’s fast-paced lives. The first-person view of a father playfully swinging his son
around by the arms acts as a great representation of Glass’ hands-free capabilities. The copy for the advertisement
mentions several benefits parents will discover while using Glass, such as looking up a grocery list or searching
for product reviews. The magazines this ad will be featured in include Parenting, Family Fun and Family Circle.
25. 23
The Creatives
“Google Glass ignites my creativity.” This advertisement features the Mona Lisa to appeal to creative and cultured
consumers. The right-hand corner displays a Google search on the Mona Lisa as if the masterpiece sparked the
curiosity of a Glass user. The copy for the advertisement focuses on features like voice-activated search and benefits
like connectivity to contacts and local hot spots, all meant to appeal to The Creatives. This advertisement will be
featured in magazines like GQ, Vanity Fair and Wired.
26. 24
The Executives
“Google Glass ignites tech savvy on the go.” This advertisement features a busy city street and the interior of a taxi
cab as a visual representation of everyday life for this target market, whose members are always on the go. The
right-hand corner displays today’s stock market performance, showing that Glass can provide vital information on
the go. The copy for the advertisement focuses on features like sending emails and getting directions to a meeting.
These features are relevant to these consumers, whose fast-paced lives demand a product that can keep up. This
advertisement will be featured in magazines like Forbes, Fortune and Fast Company.
27. 25
Online Advertisements
Banner Ad
Pre-order banner ad
An online banner ad will advertise the pre-order sale beginning Black Friday. The pre-order banner ad will run
from November 1 to December 31, 2013. We include a call-to-action, directing people to the Google Glass website
to secure their order. In addition to the pre-order banner, Facebook ads will run throughout the campaign and
look similar to the newspaper advertisement.
Radio
The fact that Google has never utilized radio ads is one justification for not using this medium. Another aspect
to consider is that Google Glass is a highly visual product. It would be very difficult or nearly impossible to
demonstrate the concept of Glass through only words. Plus, a huge part of the selling proposal for Glass is the fact
that it allows you to see the world in a new way. This concept does not translate to radio. While events could be
promoted using radio, they could just as easily be promoted using press releases to generate coverage rather than
paying for ads.
28. 26
Commercial Advertisements
Commercial advertisements will be featured on television as well as online. Seventy percent of survey takers
reported that their most-used medium is internet via laptop or mobile, which includes video streaming online.
Features and Benefits
:60 Spot
The first commercial is made to show viewers what Google Glass is and what it can do. This commercial will
ducate consumers on Google Glass’ functions and how they are used. Video images, music and a voice over will
convey Glass’ features. The tagline is incorporated, “Google Glass ignites,” as well as “how can it ignite your life?”
The final voice over is a call-to-action, “experience a world through Glass”.
30. 28
Ignites a New Era
:30 Spot
This commercial is intended to inspire the viewers. Glass is a very unique product and the first of its kind, and it is
important to illustrate how Glass can be incorporated into everyday life. In this advertisement, Glass is compared to
other monumental inventions that have changed the way the world is viewed. The purpose is to better perceptions
of Glass.
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Glass is Love
:60 Spot
The Glass LOVE commercial will premier on February 2 at the 2014 Super Bowl. The ad will illicit general
interest for Google Glass by showing consumers a love story through Glass. Although the four target markets
have a wide variety of interests and psychographics, all of them can relate on the concept of love. Whether it’s
in their personal lives or in their passion for a certain interest or project, everyone can relate to love on some
level. This highly visual ad has an appealing song to narrate the beauty of everyday love. The ad highlights the
man’s love interest as they go through the stages of their relationship and takes us through visuals of dates and
events ranging from active to romantic. Along the way, viewers are captivated by a story told through Glass.
36. 34
Public Relations
Press Releases
Google only uses press releases for investor communications, like quarterly profits and growth. For product related
news and information, the organization uses the official Google blog (http://www.google.com/press/), where the
press can go for information. As such, press releases will be structured like these posts, which have a familial,
informative and casual tone. Google posts each include a visual and small paragraphs that highlight the important
part of the story. Like all things Google, they are simple – giving consumers and the press only the most relevant
information in a concise and visually appealing way.
Product Release Date
Google Glass has caused quite an uproar in the press. One of the biggest issues up for debate is when the product
will become available for consumers. Now that the release date has been set for March 14, 2014, the date will be
revealed through a press conference in the beginning of August to kick off the campaign.Product
Pre-order
Since Google Glass will be available to pre-order during the 2013 holiday season, business will be driven through
press coverage of this special opportunity. This limited time offer will be a newsworthy event for technology
publications, as well as publications that appeal to Glass’ target markets.
Product News
There has been a lot of speculation as to what features Google Glass will and won’t feature. Google has been shy so
far in releasing some of the specifics, but as the campaign progresses, we will share updates with the press through
news releases. These news releases will focus on news like the announcement of a partnership with Warby Parker
for the Glass’ design and the addition of new features as the product is finalized for release.
Pop-up Shop Announcements
Pop-up shop traffic will be driven through press coverage of the different locations. While the central location
of pop-up shops will enhance word of mouth, press coverage will heighten the frenzy around getting to try Glass
and spread awareness of the pop-up shop’s locations. While small announcements will be sent to media outlets
as to when pop-up shops will be in their cities, the Google blog post will take a holistic approach to the pop-up
shops, highlighting the selected cities and painting a picture of what the experience in the pop-up shop will be
like. This release will help create a general awareness and gain traffic in the pop-up shops. In addition, the small
local announcements will encourage local media to attend, and by inviting local television news crews out, visual
demonstrations of the product can reach an even wider audience.
“A World Through Glass” Contest
“A World Through Glass” will send an average consumer and the guest of their choice on the trip of a lifetime,
viewing the world through Google Glass and documenting their adventures on a blog that shows how Glass helped
during the journey. Posts will go out to launch the contest, announce the winner, and provide details on the blog
and the winner’s travel plans. Using press releases will generate coverage, directing consumers to the contest blog
and encouraging them to see “A World Through Glass.”
Events
From time to time, Google Glass will be featured at an event or worn out by Google executives. Posts for special
events like the Oscars will alert the press as to when they can catch a glimpse of the product during its development
stage.
39. 37
Pitches
Consumer Magazines
Google Glass is ultimately meant to be a consumer product with widespread use. Gaining exposure in lifestyle
magazines will help to bring the product to consumers in their daily lives. Whether it’s through a review of the
product, a feature story, or a creative layout featuring the product, Google Glass will gain exposure within the four
target markets. Just a few examples include:
The Parents
A product review of Google Glass in Good Housekeeping
• Good Housekeeping reaches 1/5 American women and more than 8 million women with children living at
home (Good Housekeeping Media Kit).
• Since 1909, the Good Housekeeping Research Institute (GHRI) has conducted testing on consumer
products and awarded those who meet its rigorous standards with the Good Housekeeping Seal. It was
the first “tested and approved” emblem in the U.S. and is the “foremost symbol of quality assurance and
consumer protection.” If a product does not perform as expected, Good Housekeeping’s Consumer Policy
promises to refund or replace it (Good Housekeeping Media Kit).
An intro story in Parenting that shows a family using Glass in a local park
• The group reaches 7.85 million moms through just Parenting (The Parenting Group Media Kit).
• February of 2013 was “The Genius Edition” and carried smart technology products. February of 2014 may
have the same theme and be the perfect placement for Google Glass, especially with the release in March
(The Parenting Group Media Kit).
A glowing (yet objective) review in Consumer Reports
• Consumer Reports uses testing and consumer surveys to review new products in an objective way. Review
of Google Glass after its release would offer credibility to the product if, as we expect, it was rated well.
The Creatives
A Rolling Stone layout with the cover star wearing Glass
• Rolling Stone has a circulation base of nearly 1.5 million with 8 readers per copy. Nearly 86% are older than
21 and 60% are male, a target for technology products (Rolling Stone Media Kit).
• A star wearing Glass would give the magazine a cutting edge look and transform Glass from geek to chic.
An editorial piece on a writer’s experience using Glass for a day in WIRED
• “WIRED is the first word on how ideas and innovation are changing the world . . . editors deliver a glimpse
into the future of business, culture, innovation, and science. AdWeek named WIRED to its 2011 Hot List and
made WIRED its first-ever ‘Magazine of the Decade’ in 2010” (Press).
• Since WIRED delivers information on cutting edge technology in unique ways, a piece on viewing the world
through Glass would be a great way for the magazine to engage readers and Glass to appeal to consumers.
A Google focused Scatterbrained section of mental_floss in conjunction with the release of Google Glass
• mental_floss reaches a young, affluent audience, 83% of whom have graduated college (Print Media Kit).
• The magazine is “a complete liberal arts education delivered in bi-monthly installments . . . blurring the
lines between education and entertainment” (Print Media Kit).
• The magazine is home to a multi-page section entitled “Scatterbrained” that tells readers everything they
need to know about one subject (for example, bears). It’s a very fun, light-hearted section, but Google could
be the main focus and a one-page spread could focus on “A World Through Glass.”
The Executives
A spot on TIME’s Best Inventions of the Year list for the second year in a row
• TIME has a U.S. audience of more than 17 million people. While 5.4 million of them are in professional or
managerial roles, nearly 6 million make more than $100,000 per year (TIME Media Kit: Audience).
• In the annual Best Inventions of the Year list, TIME covers inventions ranging from free to $2.5 billion;
achieving placement on the list for a second year with the widespread release of Glass would achieve a lot of
40. 38
exposure.
A Forbes’ story on the benefits to using Glass in the business world
• Forbes reaches more than 5 million consumers. More than 800,000 of them are top management and
1,846,000 are managers and professionals. Among its circulation, the magazine reaches at least 500,000
millionaire households (Forbes: Demographics Profile).
• Forbes is one of the key magazines that comes to mind for business readers. Placement of Glass in the
magazine will help it become a product that comes to mind for those in the business world as well.
A story in Fast Company about using Glass as an innovation kick-starter for meetings and communication
• Fast Company readers have an average household income of $168,100. Overall, readers have purchasing
power of more than $190 billion and spend $351,100 on average on personal and business purchases
influenced by the magazine (Readership Demographics).
• Gaining coverage of Glass as a covetable item for business owners and decision makers will add to Glass’
appeal as a desirable product and attract purchasers.
An Inc. feature story titled “10 Tech Tools That Can REALLY Help Your Business”
• Inc.reaches1.4millionpeoplewithamedianhouseholdincomeof$155,104.Morethan89%areprofessional
or managerial, with nearly 32% in top management and 30% as owners or partners or owners. Nearly
54% of them make business purchase decisions and 1/3 make technology purchase decisions (Marketing
Opportunities).
• Gaining coverage of Glass as a covetable item for business owners and decision makers will add to Glass’
appeal as a desirable product and attract purchasers.
The Adventurers
A feature story on a bike ride through Grand Teton National Park through the eyes of Glass in Men’s Journal
• Men’s Journal is the “leading lifestyle brand for the most active, affluent and influential men” (Advertise
with Men’s Journal).
• While the magazine’s total readership is nearly 3.8 million, the affluent readership numbers 1.1 million,
with a median household income of $148,479 (Advertise with Men’s Journal).
• The Men’s Journal man enjoys exploring the world and using his influence to do so. It would be ideal for
Men’s Journal to feature Google Glass in a feature story on an adventure so that it would appeal to these men
based on their sense of adventure. However, a review in the magazine’s “Gear Lab” section would also grant
Google Glass exposure to affluent adventurers.
Placement in a “5 Gadgets You MUST Pack in Your Suitcase” article in Travel + Leisure
• Nearly half of the magazine’s 5.3 million readers have a household income of $100,000 or more (T+L Media
Kit).
• Travel and Leisure focuses on the exotic world and the foods, products and experiences that make up that
world. Featuring Glass in an article about essential things to pack for your next trip would turn the product
from a “nice to have” to a “need to have” for some consumers. It would also be fascinating to explore “a world
through glass” with Travel + Leisure as well.
A National Geographic story that focuses on recording the world through Glass
• National Geographic works to inspire people to care about the planet and its people and places. A feature
that explores a story through the eyes of Glass would be huge, as this highly visual outlet grabs attention with
the captivating locations it features on a monthly basis.
TV Talk Shows
Since Google Glass is a highly visual product that will benefit from demonstration, placement on television talk
shows is a natural fit. We will pitch to national and regional talk shows to encourage hosts to try Google Glass out
on their shows or have a guest from Google to talk about the new product. Shows we would target, based on their
relevance in popular culture, include:
• The Ellen DeGeneres Show • The View
• The Today Show • Live with Kelly and Michael
41. 39
Social Media
Social Media will help us to reach our target audience throughout the campaign. The survey shows that only 4%
of survey takers use social media less than once a week; no one answered that they ‘never’ use it. That leaves 96%
of survey takers that use social media at least once a day, with 22% active 2-3 times daily, 37.5% active 4-8 times
daily, and 19.5% active more than 8 times daily.
Twitter
Twitter’s hashtag trends will be utilized to promote our product and pop-up shops throughout the campaign.
Using the hashtag #TryGlass, consumers that visit pop-up shops are encouraged to tweet about their experience
and what they thought about Google Glass. This will help to create more foot traffic at the pop-up shops as well
as get the word out about Google Glass’ upcoming public release. It is also meant to get people excited and eager
to try Glass out themselves. Another hashtag to be utilized is #GlassIgnites, which will be an outlet for consumers
to tweet about what Google Glass “ignites” them to do when wearing them. We hope to gain maximum exposure
with these Twitter trends, as well as followers and interactions. Along with the promotion of trends, at least two
tweets daily will be generated and distributed from Google Glass’ account, @ProjectGlass.
Facebook
Facebook will feature articles about Glass, YouTube tutorials and advertisements. Facebook will also be used as a
platform to advertise and promote A World through Glass, the contest being held on Glass’ website. Details about
the contest will be readily available, as well as direct links to the contest page. YouTube tutorials and contest video
entries will be shared periodically on Glass’ Facebook time line, and consumers can keep informed on how long
until Glass is released. For example, “Only one week left until you can see the world through Glass!”
YouTube
YouTube will be used to demonstrate what Google Glass is and how it works. One to two videos will be posted
per month during the first six months of the campaign, letting consumers get an inside look at the product. The
videos will be no more than ten minutes long and will explain features and unique benefits of Google Glass. Since
the glasses are very intricate and have many different unique features, each video will go into detail about just
one specific feature. This will help to educate consumers on Glass’ functions and differentiate it from competing
products, as well as succeed in making the product known as useful in everyday life.
Google+
Google+ Hangouts will be available for users that have any questions about Glass. They will be able to talk to Glass
representatives, which will insure that consumers have the correct information about Glass and help to invalidate
any false impressions. Contest details will also be available on Google+, as well as YouTube tutorials and posts
counting down until the release of Glass.
42. 40
Promotions
Product Placement
Product placements are a small but significant portion of the Google Glass campaign. Product placements present
the unique opportunity for consumers to see Glass in use in everyday life, but in the context of entertainment.
Some of the suggested product placements bring Glass to life with extraordinary characters that consumers seek to
emulate, secretly or openly, because of Faith Popcorn’s Fantasy Adventure trend. Product placement in this context
creates interest in consumers because they hope to attain a piece of that fantasy world. Other suggested product
placements put Glass in the context of media where consumers believe it could be a part of their lives because
of the ordinary lifestyles of the show or movie’s characters. Regardless of the context, product placement allows
consumers to see Glass in a new light and allows them to engage with the product through characters they have
come to know and love.
While many product placements will most likely be secured for free, two will require a portion of our budget. For
a placement in the new Transformers movie, $3 million has been budgeted, and we have budgeted $12 million for
the Super Bowl halftime show placement (Conradt).
Modern Family
The show’s mass appeal coupled with its believably real characters make this an ideal fit for Glass, as we aim to
show consumers how Glass fits into their everyday lives. Although the show turns down 90% of placement offers,
producers are open to products that fit well with the story lines and characters. In 2010, Apple received great
exposure when technophile Phil Dunphy coveted the to-be-released iPad. The kicker: Apple paid nothing for this
product placement (Steinberg). Glass would be an ideal fit for this character’s story and by offering a free product
to be used in the story, we believe the producers would be open to product placement as well.
The Internship
The movie follows Vince Vaughn and Owen Wilson as their characters undertake internships at Google. The
fact that the movie is essentially a feature-length product placement of Google, Glass would be a part of this
promotion. Although the release is a bit before the launch of the campaign, product placement in the movie can
be used to elicit excitement about the product.
How I Met Your Mother
Star Neil Patrick Harris was among those chosen in the “If I Had Glass” competition. He tweeted, “I’d show what
it’s like to act on the set of HIMYM all day! #ifihadglass” (Actually NPH). What better way to show what it’s like
to act on the set than wear them on the show? The show is entering its final season and is still a fan favorite. The
product placement also makes sense for his character, as entire shows have focused on Barney’s fascination with
new technologies. The show’s gang could create some pretty memorable comedic material with Glass and it would
likely be for free, as one of its stars is a huge fan.
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Big Bang Theory
Nielson determined that the TV comedy had three of the 10 most memorable product placements of 2011
(Stampler). The hit series highlights the stereotypes of geeks with hilarious antics. Technology has been featured
on the show before. One example is when Raj fell in love with Siri. The executive producer of the show insists that
they do not accept payment for placements, but rather look for real life brands that fit the characters and their
stories so that the plot seem real. This free opportunity would be a fit for Glass because of the show’s commitment
to all things tech and “geeky.” A memorable show featuring Glass as the characters explore the product would grab
the attention of many technology fans and potential Glass customers.
Transformers
The fourth movie in the series is slated to be released on June 27, 2014. The series is well known for its product
placement opportunities and successes. While the placement would not likely be secured without a cost, it would
be a lucrative opportunity for Glass to get widespread, blockbuster exposure shortly after the release date. In
addition, a movie with such a high-tech and sensational presence is a great fit for a product with the same qualities.
Super Bowl
We are prepared to offer up to $12 million for the endorsement of the half-time performing celebrity. The
performer will wear Glass during the half-time show, and a live feed of his or her recording, both backstage and on
stage, will be available to watch from the Glass website.
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Web
Glass currently has a website that functions as an information platform. It allows consumers to see how it would
feel to use Glass, learn about its functions and inquire how to get Glass. In the future, it will host the entries for the
World Through Glass contest, as well as links to the contest winner’s blog.
A World Through Glass
To promote Google Glass among bloggers and increase online presence, a contest will be held among everyday
consumers for a trip of a lifetime: two-months backpacking across Europe with a guest of their choice. Two pairs
of Google Glass will be awarded as well; one for the winner and one for the guest. The travelers will tour Europe
for the duration of two months in 2014, February 14 to April 14, and will be required to post on the “A World
through Glass” blog at least three times a week during their trip. The blog posts will document their adventures
and highlight the features and benefits of Google Glass.
To enter, contestants must submit a 30-second video explaining how they would use Google Glass to get the
most out of their vacation. All entries are to be submitted to Google Glass’ website, www.google.com/Glass. Upon
entering, contestants are required to ‘share’ on Facebook or Google+, ‘tweet’ on Twitter or upload their entry
to YouTube; their entries cannot be validated otherwise. This requirement will help spread the word about the
contest and gain more interest and entries.
All entries must be submitted between August 1 and October 31, 2013. Winners will be selected by a panel of
Google judges and notified no later than December 31, 2013.
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Blog Example
Each photo is a link to a blog post, in chronological order with the most recent post listed first. The blog is meant to
be fun and colorful, as well as highly visual. The blog followers will get a first-hand view of Glass features through
the eyes of the contest winner.
Estimated Breakdown of Cost (based on two travelers)
Round trip SFO (San Francisco, CA) to ABZ (Aberdeen, UK) $3,000
2-month Eurail train pass $2,210
Accommodation, $500/week $4,000
Food, approximately $80/day $4,790
Leisure Activities $10,000
Estimated Total $24,000
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Event Schedule
Events Overview
Events will help enhance the launch of Google Glass by allowing consumers to see the product in action and, in
some instances, even use it themselves. Events will drive awareness and education of the product in key markets
and cities. Since awareness and education are two of the main issues involved in any product launch, especially
one so innovative and unprecedented, events and press coverage of events will be key to widespread acceptance
of Google Glass. Events will include pop-up shops, conventions and trade shows, and other product appearances.
Press coverage of these events will be driven through press releases, as discussed in the public relations section of
Google Glass’ campaign plan.
Pop-up Shops
Pop-up shops will allow consumers to experience a firsthand demonstration of Google Glass. Many consumers
are unfamiliar with how the product will work and may hesitate purchasing the product because they are unsure
of its functionality or ease of use. Testing the product will also reduce risk for consumers, which is a huge asset
when launching such an innovative product. Alleviating risk and giving consumers confidence in the product will
ultimately result in higher sales volume. Pop-up shops will take consumers from the mindset of, “That’s a cool
product” to “Wow! I could really use this in my everyday life.” Allowing consumers firsthand experience with
Google Glass will open up their minds to its benefits in their daily lives.
The pop-up shop will be a glass structure that is set up in the middle of a major pedestrian area in each city. The
glass represents our product and also allows those experimenting with the product a glimpse of how it interacts
with the world. For example, users can try out the video feature by looking out at a dog pulling his owner rather
than just the interior of the pop-up shop. The pop-up shops will feature an open floor plan for testing up to 10 pairs
of Google Glass at a time. A security guard will be on staff to manage entrance into the testing area of the pop-up
shop for asset protection. The shop will be staffed by 5 Google employees, who will relocate with the pop-up shop
as it makes its way around major U.S. cities. The major U.S. cities were chosen based on population and the city’s
propensity to be tech-friendly. Each pop-up shop will be in a city for two weeks at a time - enough to create buzz
but not too long that the excitement dies down.
Pop-up Shop budget:
Structure:$923,550(ConstructionCostEstimates)
5 sales people for salary and food and travel
expenses = $50,000
• 5*$50,000 each = $250,000
Transportation:
• Purchase of the super efficient semi-truck:
Rent for $2,500 per month (Smith)
• Gas for the truck: 6,663 miles/ 10 miles per
gallon = 666.3 * $5 per gallon ~ $3,331.50
for fuel
Hotel accommodations: $400 for a 5-person suite
* 256 nights = $102,400
47. 45
Pop-up Shop Location and Travel Schedule
New York City: Central Park
August 2-18
Boston: Boston Common
August 23-September 8
Washington, D.C.: National Mall
September 13-29
Chicago: Millennium Park
October 4-20
Atlanta: Olympic Centennial Park
October 25-November 10
Miami: Bayfront Park
November 15-December 8
Orlando: Pointe Orlando
December 13-December 31
Houston: Discovery Green Park
January 3-19
Austin: 6th Street
January 24-February 9
Los Angeles: Sherman Oaks Galleria
February 14-March 2
San Francisco Bay Area: Union Square
March 2-23
*The Googleplex is very near San Francisco, allowing Google executives to be present in Union Square for the
release of Google Glass on March 14.
Seattle: Pike Place
March 28-April 13
48. 46
Conventions/Trade Shows
In addition to pop-up shops, conventions, conferences and trade shows will also give consumers a realistic picture
of Google Glass and drive interest in the product. In addition, attending these events will grant key bloggers,
journalists and influencers firsthand access to Google Glass. It’s important to partner with conventions that target
all four consumer segments and/or the key influencers in that segment. Each convention will offer a different
opportunity to market Glass. Whether it’s a panel hosted by Google, a booth in the trade show or an event hosted
after-hours, involvement at these conventions will spark interest in Google Glass, give attendees the opportunity
to experience Glass and open the doors to opportunities to capture sales for Glass.
Tech Industry Conferences
International Consumer Electronics Show
Las Vegas, NV
January 7-10, 2014
The International CES is a major technology-related
trade show held each January. The event brings
previews of products to key influencers in each of our
target markets.
http://www.cesweb.org/
I/O
San Francisco, CA
May 14-16, 2014 (estimate)
Google’s annual conference held for the benefit of
developers, who are included in our target market and
considered early adopters.
https://www.google.com/io
Segment—The Parents
Type A Parent Conference
Atlanta, GA
September 27-29, 2013
The Type A Parent Conference is
the leading conference for blogging
moms and dads.
http://typeaconference.com/
Dad 2.0 Summit
Houston, TX
February 1-3, 2014 (estimate)
DAD 2.0 Summit gives influential
parenting bloggers the opportunity
to connect with brands relevant to
their audiences.
http://www.dad2summit.com/
MOM 2.0 Summit
Laguna Nigual, CA
May 2-4, 2014 (estimate)
MOM 2.0 Summit gives influential
parenting bloggers the opportunity
to connect with brands relevant to
their audiences.
http://www.mom2summit.com/
Segment—The Creatives
Comic-Con
San Diego, CA
July 24-27, 2014
A national comic book convention that has become
a cultural sensation. This year’s event sold out in 93
minutes. Tying Google Glass into one of the panels
would be a huge asset to its product launch.
http://www.comic-con.org/
Social Media Week
Miami,NewYorkandWashington,D.C.(U.S.locations)
February 17-21, 2014
Social Media Week explores the impact of social
media while encouraging collaboration among those
attending. Google is already a sponsor of this event.
http://socialmediaweek.org/conferences/
South by Southwest (SXSW)
March 9-18, 2014
Austin, TX
South by Southwest’s Interactive Festival features the
innovative ideas and new products through creative
workshops and discussion.
http://sxsw.com/
TED Conference 2014
March 17-21, 2014
Vancouver, BC, Canada
TED is committed to sharing ideas about technology,
entertainment, design and more. TED brings together
thoughtleadersfromallareasofindustryandencourages
progress in innovation through collaboration.
http://www.ted.com
49. 47
Segment—The Executives
The Forbes Global CEO Conference
September 3-5, 2013
Bali, Indonesia
The Forbes Global CEO Conference is a prestigious
invite-only event. Attended by 400+ CEOs, tycoons,
entrepreneurs, capitalists and thought leaders
from around the world, the conference encourages
development as leaders.
http://www.forbesasiaconferences.com/
forbesglobalceoconference2013
Milken Institute Global Conference
Los Angeles, CA
May 2-4, 2014 (estimated)
The Milken Institute Global Conference focuses on
collaborating to solve the world’s and business’ toughest
challenges.
http://www.globalconference.org/
Segment—The Adventurers
The X Games
August 1-4, 2013
Los Angeles, CA
The X Games is an annual sports event that searches for
the best athletes in extreme sports.
http://xgames.espn.go.com/
The Winter X Games
January 23-26, 2014
Aspen, CO
The Winter X Games is an annual sports event that
searches for the greatest winter sport athletes. Sports
include skiing, snowmobiling and snowboarding.
http://xgames.espn.go.com/
Los Angeles Travel & Adventure Show
Los Angeles, CA
February 8-9, 2014
One of a series of adventure expos that targets
adventure seekers with information about authentic
travel experiences and a celebration of exploration.
Attendees experience zip lining, climbing a rock wall
and cultural performances.
http://www.adventureexpo.com/
Washington, D.C. Travel & Adventure Show
Washington, D.C.
February 22-23, 2014
One of a series of adventure expos that targets
adventure seekers with information about authentic
travel experiences and a celebration of exploration.
Attendees experience scuba diving, rock wall climbing
and cultural performances.
http://www.adventureexpo.com/
Conference Budget:
$45,000 per convention (Trade Show Budgeting) * 14 conventions = $630,000
Appearances
Google Executives, in addition to celebrities who were chosen to receive Glass early through the Explorer contest,
will continue to wear Glass in public to high profile events to draw attention and cultivate excitement. While event
attendance is not a guarantee, some events we hope to gain entrance to include:
• The Super Bowl • The Academy Awards
• The World Series • NYC Fashion Week
• The Oscars
Appearances: Free
62. 60
Media Strategy
In an effort to reach our target consumers, it is crucial to focus on media that will attract innovators and early
adopters from various walks of life. Specifically, our aim is to reach the cutting-edge members of the creative class,
parents, executives and adventurers. The Google Glass campaign will run for a total of 12 months, beginning in
August 2013. The product itself will not launch until March 2014, therefore the first 8 months of the campaign will
be primarily informative, while the final 4 months of the campaign will look to convert consumers to purchasers.
The following is a comprehensive view of the campaign media strategy.
63. 61
Media Plan
Budget
The following budget reflects the marketing strategy for Google Glass. The budget is reflective of a public relations
and advertising campaign that will take place for a total of twelve months, beginning in August 2013. Affinity
Productions was granted a budget of $325,000,000, of which $318,644,281 was used, leaving the remainder to
handle unforeseen expenses.
Media Specifics Rate Quantity Total
Print Advertisements – Magazine
National Geographic Full page; four color $236,730 1 $236,730
Outside Magazine Full page; four color $94,985 1 $94,985
Travel & Leisure Full page; four color $131,820 1 $131,820
Forbes Full page; four color $135,730 1 $135,730
Fortune Full page; four color $148,400 1 $148,400
Fast Company Full page; four color $93,650 1 $93,650
Family Fun Full page; four color $209,930 1 $209,930
Parenting Full page; four color $176,360 1 $176,360
Family Circle Full page; four color $301,500 1 $301,500
Vanity Fair Full page; four color $198,099 1 $198,099
GQ Full page; four color $169,096 1 $169,096
Wired Full page; four color $125,327 1 $125,327
Total: $2,021,627
Print Advertisements – Newspaper
USA Today Full page; color $194,400 10 $1,944,000
Wall Street Journal Full page; color $327,897 9 $2,951,073
New York Times Full page; color $41,200 9 $370,800
Total: $5,265,873
Outdoor Advertisements
SONY Digital Board (NY) One year contract $4,000,000 1 $4,000,000
Transportation Ad (NYC Bus) Two-month contract $500 2 $1,000
Total: $4,001,000
Online Advertisements
Pre-Order Banner Ad CPM $166,500/day 60 days $10,000,000
Facebook Banner Ad CPM $115,600/day 346 days $40,000,000
Total: $50,000,000
64. 62
Television Commercials
Production Costs 60-second spot $500,000 2 $1,000,000
Production Costs 30-second spot $300,000 1 $300,000
Super Bowl Commercial 60-second spot $4,000,000 1 $4,000,000
Travel Channel $110,000 81 $8,910,000
ABC $110,000 81 $8,910,000
CNN $110,000 81 $8,910,000
FX $110,000 81 $8,910,000
USA $110,000 81 $8,910,000
TNT $110,000 81 $8,910,000
TLC $110,000 81 $8,910,000
MSNBC $110,000 81 $8,910,000
HGTV $110,000 81 $8,910,000
Discovery Channel $110,000 81 $8,910,000
Total: $90,400,000
Web Commercials
Hulu CPM $30 5,000,000 $150,000,000
Total: $150,000,000
Product Placement
Transformers 4 N/A $3,000,000 1 $3,000,000
Total: $3,000,000
Sponsorship
Super Bowl Celebrity Endorsement $12,000,000 1 $12,000,000
Total: $12,000,000
Social Media
“World Through Glass”
Contest
All-expenses-paid $12,000 2 $24,000
Total: $24,000
Pop-Up Shops
Structure Glass $923,550 1 $923,550
Staff Sales/Security $50,000 5 $250,000
Transportation Semi-truck $22,500 1 $22,500
Fuel 6,663 miles/10 mpg $5 666.3 $3,331
Hotel 5-person suite $400 256 $102,400
Total: $1,301,781
Events
Conferences See Events $45,000 14 $630,000
Total: $630,000
Campaign Total: $318,644,281
Campaign Budget: $325,000,000
Budget Remaining: $6,355,719
Gantt Chart
The Gantt chart depicts the schedule for our media strategy. Our media strategy for Google Glass’ 12-month
campaign focuses largely on print advertisements, television and web commercials and events. Our goal is to
maintain a strong presence within the media for the duration of the campaign, but to hit particularly hard during
the months leading up to Google Glass’s launch on March 14, 2013.
68. 66
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