The Challenge

Big Tech's annual IO announcements have become somewhat formulaic and repetitive, reaching primarily industry insiders and the tech press. The task was simple, add cultural relevance to create content that consumers will care about and reach an audience that goes beyond just the tech crowd.

The Solution

To celebrate Google’s annual Made by Google event and the launch of the Pixel 9, WPP created a star-studded After Party, making tech announcements digestible to consumers through culture and giving Gemini Live the coming out party it deserves. In partnership with Ogilvy a content showpiece filled with the names and faces that Gen Z loves. 

Hosted by Keke Palmer, we collaborated with internet favorites - Hot Ones, Rupaul’s Drag Race stars Trixie Mattel and Monet X Change, Complex Sneaker Shopping, and Buzzfeed’s Puppies Interviews - to create segments that humanized the new Pixel 9  features. The hero videos were stitched into the :30 minute  live-to-tape After Party show that aired on YouTube immediately following the Made by Google event. 48x unique assets then lived in social across TikTok, IG, IGS & YouTube across 23x handles. Watch the full show HERE