Explanations are good, but nothing is more compelling than experiencing something.
Based on that insight, this idea was designed to help the CEOs and CMOs experience some key Google platforms for themselves. To start that Google journey, they received a large box. It felt like it contained something valuable, but it was locked with a padlock.
To unlock it, they needed the code. To get the code, they had to:
1. Use Google Search;
2. Click through a Google AdWords ad;
3. Watch a video on YouTube including Google case studies and;
4. Answer a survey about their marketing mix.