Be Together, Not The Same
Interactive Android customisation experience for Google
Project Overview
Bringing Android Customisation to Life
For Mobile World Congress, we partnered with BrandFuel creative agency to build a software platform that allowed visitors to design their own Android characters and have them printed on tote bags and lanyard stickers. The project embodied Google's "Be Together Not The Same" campaign, highlighting Android's customisation capabilities and diverse ecosystem.
Working closely with BrandFuel, we developed an interactive experience that invited visitors to create personalised Android characters through an intuitive design interface. Once designed, their unique creations were printed on-demand as physical takeaways, creating a memorable brand connection and driving significant engagement at the event.
The project was a huge success, with queues forming throughout the event as attendees eagerly waited to design their own Androidify figures and take home a personalised souvenir.
Project Details
Client
Event
Mobile World Congress
Location
Barcelona
Services
Interactive Design, Custom Software Development, Event Installation
Technologies
Touchscreen Interface, 3D Printing, Real-time Rendering
Powered By Display Grid
The Technology Behind the Experience
This project was only possible because of our proprietary Display Grid technology. Display Grid enabled us to coordinate content across multiple design stations, printing systems, and display screens from a single command centre, ensuring a seamless experience for thousands of visitors.
With Display Grid, we were able to push real-time updates to all connected devices, monitor system status, and manage the flow of designs from creation to production. This centralised control was crucial for handling the high volume of visitors and maintaining consistent performance throughout the event.
Key Results
Android characters generated
Increase in booth footfall
End-to-end ROI tracking
The project delivered exceptional results for Google, with over 7,000 unique Android characters generated throughout the event. Booth footfall increased by 200% compared to the previous year, creating significant brand engagement opportunities. Our comprehensive analytics system provided full end-to-end return on investment figures, allowing Google to measure the impact of the experience across multiple metrics.
The Experience
Our Approach
From Concept to Execution
Discovery & Strategy
We worked closely with BrandFuel and Google to understand their campaign objectives and develop a strategy that would bring the "Be Together Not The Same" message to life in a tangible, interactive way.
Platform Development
Our team developed a custom web-based platform powered by Display Grid that allowed users to create and customise their own Android characters with an intuitive, user-friendly interface.
Physical Integration
We created a seamless system to translate digital designs into physical products, with on-demand printing of tote bags and stickers featuring visitors' custom Android characters.
On-site Deployment
In partnership with BrandFuel, our team managed the full on-site deployment, ensuring the technology ran smoothly throughout the event and providing technical support as needed.
Analytics & Reporting
We implemented comprehensive analytics to track engagement, queue times, and user demographics, providing Google with valuable insights and ROI metrics.
Post-Event Analysis
After the event, we delivered detailed analytics and insights, helping Google and BrandFuel understand the impact of the experience and inform future activations.
Partnership
Collaborative Approach
This project exemplifies our collaborative approach to creative technology. Working as partners with BrandFuel creative agency, we combined our technical expertise with their strategic and creative vision to deliver an exceptional experience for Google.
BrandFuel brought deep insights into Google's brand objectives and event strategy, while Machine Earth provided the technical innovation and execution capabilities through our Display Grid technology. This partnership allowed us to create a seamless experience that perfectly aligned with Google's campaign message while delivering measurable results.
Our collaborative workflow ensured clear communication throughout the project, from initial concept development through to on-site execution and post-event analysis. This partnership approach is central to how we work, allowing us to deliver integrated solutions that exceed client expectations.
Partnership Benefits
- ✦Combined creative and technical expertise
- ✦Seamless integration of strategy and execution
- ✦Enhanced problem-solving capabilities
- ✦Comprehensive project management
- ✦Unified client communication
Technical Details
The Platform
The Android character designer was built as a responsive web application, allowing for a consistent experience across multiple devices. The interface provided intuitive controls for customising every aspect of the Android character, from body shape and colour to accessories and expressions.
The application connected to our Display Grid system that stored all created designs, allowing for easy retrieval and printing. This also enabled us to gather valuable analytics on user preferences and popular design choices.
The Production System
We developed a custom production management system powered by Display Grid that seamlessly connected the digital design platform to the physical printing process. Once a visitor completed their design, it was automatically queued for printing on their chosen item (tote bag or lanyard sticker).
The system included real-time status updates, allowing visitors to track their creation through the production process and receive notifications when their item was ready for collection.
Machine Earth delivered an exceptional experience that perfectly embodied our 'Be Together Not The Same' campaign. Their Display Grid technology was instrumental in coordinating all aspects of the experience. The Android character designer was a huge hit with attendees, creating meaningful brand engagement and driving significant traffic to our booth.
Sarah Johnson
Event Marketing Manager, Google
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