To celebrate Google Mail's 5th Anniversary, the folks at Google asked Essence to come up with a quirky yet effective viral marketing campaign to promote Google Mail. We created a campaign based on the personality traits we all recognize in the emails we receive from our friends - from the geeky to the disorganized, from the dramatic to the poetic.
In order to really bring this to life, Essence and Google partnered up with world reknowned artist and poet Edward Monkton to create 5 Google Mail characters that would personify these character traits:
- The Madness Monkey
- The Random Rabbit
- The Butterfly of Love
- The Elephant of Emotional Overload
- The Geek of Glory
Essence designed and built a site on Google's App Engine Cloud Computing platform allowing Google Mail users and non users alike to send personalised Edward Monkton greetings to friends whose email habits they recognise in his charming creations. Essence teamed the launch with a Media campaign targeted at non Google Mail users while Google promoted the campaign directly to Google Mail users from their inbox.
So, which Google Mail character are you? edwardmonktongreetings.co.uk