When 19,596 fans entered Oracle Arena for the NBA Western Conference Finals on Tuesday night, they were expecting an energetic atmosphere and high-level basketball. What they didn’t expect was that they would all be leaving with a new Google Home Mini smart speaker.
It seemed like a routine on-court contest as part of the Warriors’ partnership with home technology brand Google Nest: a fan was selected to shoot a halfcourt shot, and if the shot went in, every fan would take home a Google Home Mini. The fans didn’t know that even if the fan missed—which he did—they would still get to take home the prize.
“What makes the Warriors so special is their dedicated fanbase, so how can we thank the fans for making wherever the team plays feel more like home?” said Kate Whittington, a partner marketing manager with Google. “That was the objective: thank fans for being awesome, for feeling like home to the team, and to provide them with help for their own homes.”
The giveaway was the largest and most expensive sporting event giveaway of a Google product in history, and it was the Warriors’ first major tech giveaway. With 20,000 Google Home Minis to transport and distribute, carrying out the activation and keeping it under wraps was no easy task.
“We have pallets and pallets and pallets of these things that are extremely expensive,” said Mike Kitts, VP of partnerships for the Warriors. “There’s a level of security and mobilization, and then we have to actually unpack and get them into position for distribution. When we talk about this being the most valuable giveaway ever done, there’s reasons for that. Finding a partner that can execute this—it’s not as easy as putting t-shirts on the back of seats.”
The Warriors were the favorites to reach the conference finals, but their first two playoff series wins didn’t come easily. Although the activation was planned in advance, the execution was not guaranteed until last Friday when the Warriors advanced past the Rockets in Game 6 of the conference semifinals.
“The difficulty of it is to try to plan for a future that is not promised,” Kitts said. “You’re playing in a series, and you can’t get ahead of yourself to assume you’re playing, but you have to appropriately plan the next round…The nature and scale of the platform of the Western Conference Finals provides enhanced amplification here.”
For Google Nest, timing was equally as important. Until recently, Google and Nest were separate brands, but the two organizations joined forces last week in a major rebrand.
“It coincided with the Western Conference Finals, so we wanted to lean into this moment to broadcast the new brand and show some love for our local sports team,” said Whittington.
The Google Home Mini sells for $29, and although Whittington declined to disclose the exact dollar amount required to provide carry out the giveaway, she called the activation “an investment that indicates the level of importance the Warriors play with us.”
Beyond the giveaway itself, the Warriors and Google Nest spent the evening educating fans on ways they can put their device to use. The fan experience team showed off Google Assistant smart home capabilities in the arena, calling out commands to dim the lights and play music.
“Throughout the game, we’re demonstrating Google technology through the game experience,” Kitts said. “We’re queuing up fan experiences until the big moment so that each person gets the narrative that threads through this, and sees how authentically that Google is layered into the game-day experience.”
Even after the fans left the arena, the Warriors’ marketing efforts weren’t complete.
“With any good activation, we’re looking for the follow-through with shelf life,” Kitts said, explaining that when fans activated their Google Home Minis, they were automatically entered to win tickets to a future Warriors game.
The activation didn’t come about spontaneously. The Warriors’ relationship with Google represents the team’s prime location in the tech capital of the country, according to Kitts.
“We’re very lucky to be in this region of the world,” he said. “I would say the ownership group is reflective of this region, and it manifests itself in the overall culture and willingness and ability to partner with tech companies that we’re proud of.”
And with Tuesday’s giveaway, the Warriors and Google Nest took that cutting-edge culture and turned it into an unforgettable moment for fans.
“We’re all consumers, we’re all experience goers, so we’ve been to a ton of arenas and seen advertising—that’s not what this is,” Kitts said. “This is two brands coming together to think through, ‘How do we change the game-day experience and make it additive and cool and make fans remember and appreciate it?’”