Our campaign focused on the most local and trustworthy media in the KC market. While monolithic companies advertising locally would execute a top-down mass media campaign to drive market coverage, we took a ground-up approach to media. Our campaign started with individual HH and worked its way outward, prioritizing individual connection.

The campaign leveraged hyper-local tactics like door hangers and direct mail targeted to the individual household level. Zip code targeted digital media was also used to deeply penetrate specific neighborhoods. We were then able to adjust the targeting of these tactics to specific neighborhoods that were close to qualifying goal.

In addition to flexible hyper-targeted media, we created our own outdoor movie event to showcase our technology and meet KC residents face to face. And we blanketed the market with key neighborhood OOH placements and customized mass media using KC imagery and local DJs to drive overall interest.

Consumer awareness of Google Fiber rocketed to 85% in the first 30 days of the campaign, 90% by year’s end. The campaign’s earned media further accelerated excitement, engagement and purchase intent:

• 5000+ press mentions

• Trending topic on Twitter on launch day

• Mashable.com’s #3 tech innovation for 2012, excitement, engagement and intent to buy were further increased

That awareness translated to customers. In just six weeks, 1 in 5 households had visited the Google Fiber website to pay a $10 fee to pre-register for service. And, out of 200 KC neighborhoods, 180 of them met their pre-registration goals to get fiber.