
Google Stadia Launch

Google Stadia Launch
DETAILS
To drive excitement around the launch of Stadia, Google’s solution to cloud gaming, we took to the gaming communities of Reddit to host two ‘Ask Me Anythings.” Reddit was uniquely positioned to accomplish the goal of educating gamers because the most “desired to be answered” questions rise to the top of the comments thread via community members upvoting and downvoting each question. We gave gamers a peak behind the curtain with unique insight from the Director of Product for Stadia, Andrey Doronichev and Product Manager, Beri Lee.
We then held a community event in r/Stadia to celebrate the launch of Stadia and all of the new ways to play.
SKILLS
Advertising
Illustration
Brand Strategy
Copywriting
Reddit is the home for gamers, with roughly 3B views to gaming communities every month on the platform. Google was looking to accomplish three main objectives throughout launch via paid campaigns. They wanted to educate gamers on how Stadia works, build trust with them, and show them that Stadia is something they need in their gaming arsenal.
According to a 2019 study done with Ypulse with ~2,000 social media users…
74% of users say Reddit is where they learn about the topics they love most
61% say they are likelier to trust a brand that participates on Reddit.
and 66% say if people on Reddit like a product they’re more likely to purchase it.

After launch, we hosted a Community Event in the r/Stadia Subreddit
"Play It Forward” was a shared experience among the members of r/Stadia rooted in a series of weekly events that rewards the most die-hard Stadia fans with community cred.
Week 2: "Screen Saver" - Stadia is all about giving players flexibility on the screens they use to play. We asked the community for photos or videos demonstrating the most creative ways to play Stadia.
Week 3: "Story Mode" - Take a page out of r/WritingPrompts book and ask Redditors to submit their Stadia Holiday Stories. How is Stadia changing the way they game during the holiday season?
“Set the scene, family trip, 9 people in a rented house in Sweden, out of which 2 of them are my little nephews. The usual, awkward questions and lots of food. For the kids, nonetheless, it is just a bunch of weird adults talking loudly and telling them to stop playing video games and to start "sharing with the family"; I would know, that's what I thought many years ago.
I snap out of talking with my family and realize the two small humans sitting at the corner of the table, drawing on some pieces of paper but looking grim and dull. I realize what is going on with them, I rush back to my room, sprint pass my wife and ask her where did we put our luggage (as she is infinitely smarter than I am and she will remember). There it is, my wasabi Stadia controller. I bring it back to my nephews, along with my phone, and as they are slightly confused, it is also very familiar.
To my surprise, my cousins, uncles and aunts start asking them about what they are doing, how does it look so good on the phone, how can they install that for themselves, where did they get it from (oops). Soon there are about 2-3 more people at a time with them and I realize it is the best time to spread the joy of Stadia. I head back to my room, get my Chromecast, I plug it in silently at the living room where someone had Michael Bubble on repeat, and finish setting it up.
With a smirk and a wave I call in my family members surrounding my phone, I take them to the living room and quickly switch Stadia to be cast on with the Chromecast.
Now everyone is truly confused as what kind of witchcraft this is, but the rest of the night is spend on some people passing on the controller and more of that loud talk and great food. And my two nephews? Well, let's say they did have some energy to give lessons to all the newbs trying to play.
Thank you Stadia.”
- u/Gildedmember
I got a horror story.
I travel away to meet my family for christmas. And there is no internet!!!
u/Hexbozen
"Seeing Family for Christmas, how boring" I thought as I was waiting to get on the plane. My Backpack had my notebook, Controller, Ebook reader and this terrible netbook. I had recently gotten a buddy pass from u/PersonalGlass so I thought of what to play when I arrived. Once I got there and after the formalities were completed, I sat in front of the writing table in the guest room. I decided to play Destiny 2, my internet was 50 mbps. I plugged in my controller and hours passed as I was playing PvP.
Eventually I forgot I was stream the game. My Uncle came in a was surprised that this dinky netbook was playing Destiny 2, he thought I had upgraded the netbook somehow. Usually when I use this laptop, the only thing I would attempt was Doom(1993), as I hate playing in 640x480. Here I was playing Destiny 2 in 720p.
Moral of the Story: Be smart, get Stadia and experience the most out of your holidays.
u/Nexeno-
The sun is getting low over the roof of the Temple of Apollo Korythos. The misthios crouches low upon the eaves, waiting for his prey, a mercenary by the name of Diana the Merciless, to wind her way through the market. She is tracking him, yes, but he knows the tell tale signs of a bounty hunter on the approach. The way the peasants in at the stalls get a little bit quieter, they cast furtive glances at him as he passes the stalls. The periokoi are always in tune with the hubbub, and of course, they know when someone is hunting the Eagle Bearer.
Alexios raises his bow, alighting the tip in fire with a drip of poison at the tip, and draws back the string. His aim is always accurate, as if guided by Artemis herself. With the glint of Diana's eyes in the golden hue of dusk, he releases the string, letting the arrow fly and--
Buzz. Buzz. My phone is telling me I have a text message. I hit the menu button on my Stadia controller and reach for my phone. It's noisy here in the St. Louis Airport, but the wifi is more than sufficient for my needs today. I open the messages and see Southwest in my inbox informing me, with a sigh escaping my lips, that my flight is delayed again. What should have been a half-hour layover is turning into two and a half hours at a bar at the end of the terminal. Will I ever get home for Christmas?
The remnants of my wings sit to my left (dry rub of course, I would hate to get sauce all over my beautiful wasabi controller) and my soda gets another refill to my right. And in front of me, a laptop, a power code, a beautiful blue(ish) controller, and a misthios waiting for his arrow to land so he can dive off the roof and finish the job. I might not be getting on the plane anytime soon, but I've got Stadia to keep my company no matter where I land.
I hit the menu button and the arrow lands square between Diana's eyes. Another mercenary down, only countless more to go.
u/baltinerdist-
Press Coverage
9to5 Google - Google Stadia director of product to host Reddit AMA on July 18
“This week, Google is hosting a Stadia AMA (Ask Me Anything) on Reddit to help satisfy our curiosity."
Android Police - Google's first Stadia AMA provides details on free games, voice chat, controller support, and much more
“Stadia's Director of Product, Andrey Doronichev, took part in a Reddit AMA to fill in some of the blanks and address some people's concerns.”
TheNextWeb - Everything Google revealed about Stadia during the Reddit AMA
“Stadia, Google’s attempt to enter the gaming industry via the cloud, has been teased several times through the last few months. Yesterday, we learned more about the platform via a Reddit AMA"