Argos hosts first UK Google+ Hangout on air streamed live in the YouTube masthead
Argos brought music, technology and real-time social media interactivity together this week when it hosted a Google+ Hangout on Air from its digital store on Londons Old Street which was broadcast through the YouTube masthead and Argos Google+ page.
The event was designed to support the retailer’s recently launched campaign ‘GET SET GO ARGOS’ as it looks to transform itself from a catalogue-led retailer to a digitally-led business.
The store’s audience and online viewers watched and took part in the Hangout which was hosted by presenter Georgia LA. They were also invited to share their thoughts on emerging British talent and new technologies imoacting music scene with a panel of music industry experts.
Fresh from her MOBO nominations Katy B also gave an exclusive performance as part of the Hangout, playing a range of tracks including Perfect Stranger, 5am, Katy On A Mission and Lights On. She was joined by George Barnett who performed his latest tracks 3 Statues, Reflection and Animal Keeper.
Stephen Vowles, marketing director at Argos, said: “We are really excited about our transformation and we want everybody to realise how much Argos is changing with our new campaign.
"Music is an important theme in our campaign and we thought what better way to celebrate our transformation than by bringing a headline music artist like Katy B together with the opportunity for live social media interaction in the technology-led setting of one of our digital stores.
"Being the first event of this kind streamed through the YouTube masthead, it’s another example of how we are continually innovating and repositioning our business as a digital retail leader.”
All media planning was handled by Mindshare with creative execution by CHI & Partners.
Laura Flewitt of Mindshare said: “We knew we needed to deliver a really joined up campaign with digital at its heart and by bringing together Argos’ brand, Google’s technology and Katy B’s talent we think we have a great demonstration of how Argos is inventing the future for retail.”
This week Argos is launching a new, interactive element to its ‘GET SET GO ARGOS’ campaign - a digital out-of-home game allowing commuters at London Waterloo and Euston Stations to compete for hundreds of Argos prizes. The ‘Bubbles’ game will mark the 40m screen’s first outing as a platform for real-time mobile interaction.
‘GET SET GO ARGOS’ is Argos’ biggest ever multi-channel execution spanning out-of-home, digital, social media, print, radio, in-store, uniforms and vehicles.
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