Google Play
Zedd in the Park

In the summer of 2024, Google Play partnered with global music producer and DJ, Zedd, to connect Zedd's fans' love for gaming with bespoke online content and in-person activations. Forty thousand people attended the 2-day live concert and we're treated to an unforgettable experience on the Google Play Playground where they could play interactive playground games, slide into a ball pit, and chill with their friends while earning Play Points. The Google Play Playground aimed to reward its Play Points members with custom Zedd merchandise, collectible posters, and Play Points bonuses.  

Those who were not able to attend the music festival were able to access Google Play's digital playground. Players could travel through a virtual playground inspired by the Zedd in the Park experience while dodging obstacles to score Play Points that can be used toward exclusive merchandise, including a signed vinyl version of Zedd’s latest release; a limited-edition fanny pack, bucket hat, and festival poster; and a bundle that includes Pixel Buds, a collectible bandana, and a pin. 

As the lead agency in this partnership, the AKQA team was responsible for managing the multitude of agency partners and talent managers for Google, ensuring seamless client communication, meticulous tracking of asset development and production, and task and timeline management across all workstreams. The event garnered a 18% increase in Google Play members across the globe, making it one of the most successful activations that Google Play has executed.