Google Pixel has once again demonstrated its innovative marketing strategies by launching a video featuring former Arsenal and Tottenham defender, Sol Campbell. This move comes ahead of the much-anticipated North London Derby this week.
The video cleverly plays on Campbell’s controversial transfer from Tottenham to its fierce rival, Arsenal. The aim is to encourage viewers to switch their phones to the latest Google Pixel 9. This creative approach was developed by Google Creative Labs while maintaining a partnership with Arsenal.
Eileen Mannion, vice president of marketing at Google UK, said:
“The January transfer window is an iconic moment in the football calendar, and we’re thrilled to partner with Sol Campbell to bring even more fun and excitement to fans ahead of the North London Derby. Just like Sol defied expectations in his career during this transfer window, there’s never been a better time for fans to make their own bold move to Google Pixel and experience the best of Google AI.”
In the video, several subtle references are made to Campbell's career move, which serve as powerful metaphors for switching phones. Firstly, the concept of shaking off old allegiances is presented. This mirrors Campbell's team switch and encourages viewers to reconsider their loyalty to their current phone brands. Secondly, the video emphasizes the importance of personal choice over popular opinion - a clear nod to Campbell’s decision that was met with mixed reactions.
This encourages viewers to prioritize their needs when choosing a phone, regardless of what others may think or say. Lastly, by posing the question "is anything really going to change?", viewers are invited not only reflect on football transfers but also consider upgrading their devices in light of technological advancements and personal requirements. The climax arrives when he reveals that you're simply switching over something "much, much better...the Google Pixel."
Regular theme in Google Pixel promotions
Google Pixel has consistently utilized sports as a medium for promoting its products. In addition to this recent campaign featuring Sol Campbell, it has previously produced behind-the-scenes series with England Women’s football team.
Moreover, last year saw the launch of 'Pixel FC Academy', an initiative aimed at helping women break into football media and content careers.
This innovative marketing strategy from Google Pixel demonstrates how effectively sports can be used as a promotional tool. By leveraging controversial moments like Sol Campbell's transfer between rivals Tottenham and Arsenal, they have created an engaging narrative that encourages viewers to consider switching to Google Pixel 9. This approach not only promotes their product but also contributes to the exciting build-up ahead of the North London Derby.
