In an effort to get the conversation started about Google’s messaging app, Allo, we tapped into Netflix hit Stranger Things to develop a show-themed sticker pack available only on Allo. Then promoted it all with an AI-enhanced scavenger hunt.
Asking the Google Assistant "Where's Barb?" would send you to our billboard. There you could pull off a real Allo sticker for the final clue. Sending fans to the location of a mind-powered vending machine (developed by Deeplocal) full of Stranger Things swag.
This led to our sticker pack quickly becoming the most used on Allo in the USA. Surpassing even the default Allo stickers—all without using any paid media.