Innovative Marketing IRL with Google Chromebook

In an age defined by digital media, I think we forget the importance of face-to-face interaction. A retweet from a company you admire isn’t the same as a pat on the back. A “like” on your birthday picture from your favorite aunt on Facebook can’t replace her presence as you cut the cake. Spending half the night uploading photos of your date night dinner on Instagram just isn’t the same as basking in the candlelight and staring deeply into the eyes of… that slice of red velvet cake.

Human beings are social creatures, and while the introduction of social media has allowed us to embrace it, it will never replace the interactions we have IRL (that’s “In Real Life”). In fact, studies on social psychology purport numerous benefits from face-to-face interaction. IRL contact also has the advantage of allowing nonverbal communication, which is based off of things like facial expression, posture and tone of voice and surprisingly makes up more than 50% of all communication. It’s simply an undeniable fact that face-to-face contact makes us the species that we are.

The Chromebook Lending Library lends out Chromebooks for free to students at Texas State University

In the realm of marketing, it’s important to cover the IRL grounds in addition to the digital ones. Businesses, big and small, can use IRL marketing to engage with consumers in ways that just can't be done online. That doesn’t equate, though, to simply passing out flyers on the corner or giving away free t-shirts at a sporting event. It’s about the user experience, the UX, if you will (digital media meets reality, see what I did there?). And not many companies are prioritizing that.

Google is one such brilliant company that is. On September 8, the company’s education team announced a new campaign to promote the Chromebook, a compact notebook running Google’s own Chrome OS, across 12 colleges from various states. My own beautiful Texas State University was chosen as one of the lucky few. 

The Acer Chromebook C720 is light and compact, weighing just 2.76 lbs with an 11.6" screen

The Chromebook Lending Library, proudly touting the hashtag #ChromebookForCollege, is a one stop shop for any student interested in Chromebook 101. The cherry on top of this nifty kiosk is a sweet one: students get full access to a Chromebook for up to three days for free. Top it off with a promo t-shirt and a $10 Google Play gift card and Christmas comes early this year for college kids across the U.S.

Everyone loves free stuff and cool vibes, but that isn’t the only reason the Lending Library is such a great idea. The main reason this tactic works is because it uses target marketing: bringing the product directly to the consumer. Google knows the Chromebook is suited for students due to its reasonable price, compactness and simplicity. Even more than that, Google knows how to persuade its target market into buying its products without the market’s awareness. < Playing popular music

and employing relatable student volunteers both contribute to the unconscious attitude building that leads to buying behavior.  

We see target marketing a lot in the digital world, especially with cookies and digital advertisements. However, it takes much more skill to plan and execute a marketing strategy in the physical world. With the Chromebook for College Lending Library, Google has done just this (and in a flawless manner, I might add. But are you surprised?).

 (Note: I am no way affiliated with Google, nor was I compensated at all for the creation of this post.)