TR x Google Home Mini

Raptors

Awareness

Drive to Retail

Favourability

Lead Generation

Influencers

Web Ads

Contest

Data Acquisition

OLV

Google partnered with the Toronto Raptors to excite fans about the launch of their latest smart speaker: The Google Home Mini. Through the use of entertaining short-form content featuring popular Raptors players, we educated fans on how the device could aid them with their daily routines. “Toronto Raptors x Google Home Mini” was amplified through appearances on broadcasts, social platforms, and creator content (most notably: Unbox Therapy, Tim and Sid, and the Morning Show) further encouraging fans to purchase.

THE PROBLEM

In 2017, Google Canada was challenged with launching the unreleased Google Home Mini and achieving a #1 market share position in the country (minimum 50.1%) in Year 1 of their launch.

THE ASK

Leverage Raptors fandom to establish the Google Home Mini as the dominant Smart Speaker in Canada by generating greater absolute awareness than Google's Global Creative.

CREATIVE INSIGHT

Just like Raptors fans, Raptors players also need an assist in completing daily tasks.

THE IDEA

“Toronto Raptors x Google Home Mini” showcased the powerful everyday capabilities of the Smart Speaker through entertaining content which utilized cameos from Demar Derozan, Pascal Siakam, and Jakob Poeltl.