Google installed a nostalgic Pumpkin Patch in the middle of New York City last week with the goal of driving usage of its photo app.
Visitors were encouraged to select their pumpkins, then capture the obligatory family photos using their Google apps. Some visitors’ photos were digitized and carved into pumpkins, while others were showcased on the digital billboard on Seventh Avenue. The engagement was amplified with a custom hashtag, #PumpkinPatchNYC. This marriage of digital and live experiences is not new to Google – they did something similar this summer with a Food Truck concept. What’s unique about the pumpkin activation is the emotional chord it strikes among consumers of almost any age – pairing that with technology is a powerful combination!