Google Mixtape LET MY TAPE ROCK 'TIL
MY TAPE POP
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GOOGLE MIXTAPE

How can we accompany  Google’s audio-only content  during Advertising Week with a tactile and personalized experience?


The Mixtape experience box was an innovative way to put analog technology back on the map. The box encouraged guests to step away from their screens and step into an activity they could do while listening to Google’s customized audio content during Advertising Week.

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The box used a mix of materials, color pops and reveal-moments to create a sense of thoughtfulness and intrigue. The Mixtape itself was a retro walkman cassette player (remember those?!) that converted your smartphone into an 80’s style listening device with a built in bluetooth speaker. Designed and developed in-house, the cardboard walkman’s cleverly eco-friendly form factor created a nostalgic experience for those who remember pressing buttons instead of swiping screens. The box was unique to each individual and contained an activity kit, selected by the guests themselves, that could be used while listening to the content on their Mixtape player. From creating a zen garden to breaking a sweat with workout gear, each guest could experience a stress free – and screen free – moment.

The Mixtape was a perfect pairing of modern technology with old school design. In the end, MAS successfully executed the fulfillment of the 2,231 Mixtape Experience Kits across 7 days. The design, production, and fulfillment of the box required meticulous planning. From developing a functional walkman to ensuring a safe, COVID-compliant workspace, every detail was considered - and re-considered.

The box was a success and became a creative reference for clients on future projects. Overall, the Mixtape showed us that we can pair analog moments with interactive technology for an innovative and nostalgic experience.

The Mixtape was a perfect pairing of modern technology with old school design. In the end, MAS successfully executed the fulfillment of the 2,231 Mixtape Experience Kits across 7 days. The design, production, and fulfillment of the box required meticulous planning. From developing a functional walkman to ensuring a safe, COVID-compliant workspace, every detail was considered - and re-considered.

The box was a success and became a creative reference for clients on future projects. Overall, the Mixtape showed us that we can pair analog moments with interactive technology for an innovative and nostalgic experience.