Challenge: Google Nest’s new video doorbell was entering a competitive and established category. We needed to illustrate product differentiation while also creating excitement among their most influential demographic before entering the mass market.

Solution: For early adopters, being first is the best part. So, let’s debut where the tastemakers go and show off a little while we’re there.

We partnered with Vox to sponsor Polygon’s speakeasy arcade at SXSW. To enter the speakeasy, attendees needed to ring Google’s video doorbell. Once inside the space, there was a live broadcast of the outside via the doorbell’s footage. Our tech-driven demographic was able to physically interact with the product and see first-hand the doorbell’s video quality, a key differentiating feature, all while sipping on cocktails and geeking out over nostalgic games. The event successfully drove buzz, and we were able to amplify our partnership with Vox via direct buys on The Verge and Polygon sites.