Fiber Space
From transcontinental to transformational. Hop on board. Kansas Citians once again lead a technology revolution.
Client
Partners
- MKTG / Human
- character animation
- design
- direction
- editorial
- front end development
- google maps api
- live action
- motion graphics
- touchscreen app
- ux
- ui
Project Overview
The Brief
Wildlife, in partnership with MKTG and Human, led digital strategy, creative direction and production for the Fiber Space, a retail and live event space in Kansas City dedicated to the launch of Google's first ultra-high speed Fiber network.
Through a series of interactive touchscreens, multi-screen app installations, live action content and 3d animation, Google needed a consumer journey through a bespoke space that would introduce, educate and activate visitors to sign up for Google Fiber.
Our Approach
Before infrastructure and installation could move forward, each of Kansas City's "Fiberhoods" had to hit a quota of sign-ups. This meant we had to foster a passionate base of local citizens to rally their neighbors and activate their community for Google Fiber. In essence, we had to convert newbies walking through the door into experts and evangelists by the time they walked out of the Fiber Space.
To drive excitement and show folks the value of Fiber, we took complex concepts and logistical concerns and presented them in a series of bite-sized, user-friendly components. We developed animated demos, interactive walkthroughs and hands-on games to express the power of Fiber on an emotional level and ensure people were having fun in the process.
Education and Community
More importantly though, we wanted to help the community understand how Fiber could actually change Kansas City lives on a daily basis.
Every Fiberhood that reached their signup quota would get free Fiber hookups for their local schools, hospitals, libraries and more. To tell this side of the story, we took a crew out to KC and shot eight live action documentaries that captured the ways in which hospitals, schools, pro sports teams and other institutions in the city were already using technology in amazing, transformative ways -- and how Google Fiber could help them take this to yet another level.
We came away with beautiful, inspiring stories, completing all of the production, post and finishing in-house to tell the story of a Fiber future.
Fiberhood Map
The final component of the Fiber Space was a real-time map and scoreboard that tapped into the Google Fiber API and tracked user sign-ups in real-time all around the city.
Displayed over four plasma screens, users could play the Fiberhood Map like a musical instrument, strumming the boundaries of the Fiberhoods like a data-driven, musical instrument. We designed custom musical tones for each neighborhood and as signups occurred in real-time, these Fiberhoods would ring out with a sound and light up to track activity.
We began by exploring the right interactivity for this piece, knowing that we wanted to play on Fiber strings connecting the community. We charted the GPS data around Fiberhood boundaries and worked through a series of iterations to arrive at a beautiful, intuitive display in line with the Google brand and Fiber marketing goals. Our ranking system drove even more incentive, pitting rivals KC, Kansas and KC, Missouri, against one another in a head-to-head sign-up battle.
- Community Events Hosted0
- Visitors to Fiber Space0k
- Fiberhoods Qualified0%
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