Just recently, Google released a series of weird UFO doodle logos. The only clues to why they were displayed were coded tweets sent out by Google.
The logos caused great buzz on Twitter, Facebook and Digg. Bloggers who were ecstatically trying to find out the reason behind them generated free publicity for Google!
Google planned it right from the start and its UFO doodle series was meant to create a wave. A great buzz marketing masterpiece it was.
5th Sep 2009
The first logo doodle had an abducted ‘O’ and the only clue left behind was a coded tweet: 1.12.12 25.15.21.18 15 1.18.5 2.5.12.15.14.7 20.15 21.19. The code translated into “All your O are belong to us”, which pointed to the Japanese video game, Zero Wing. This first doodle managed to gather significant amount of attention from the online users. We were terribly wrong when we thought that was a one-off event.
10th Sep 2009
10 days later, a new set of UFO doodle appeared, featuring “crop circles”. This time round, Google tweeted the lat/long coordinates of Horsell Commons, the location of the first alien landing in H.G. Wells 1898 classic, The War of the Worlds.
With a good number of clues leaked out, Guardian managed to figure out what Google was up to but Google remained tight-lipped and continued with its mysterious behavior.
21st Sep 2009
Google finally let the cat out of its bag. The reason for the doodles is to celebrate Herbert George’s birthday. He was an author who encouraged fantastical thinking about what is possible on this planet and beyond. This last doodle completed Google UFO doodle series.
The impact
A wave in the internet domain was created with the help of bloggers and tech journalists engaging in the guessing game. Links that were bookmarked quickly rose to dominance too.
While Google had the natural charisma to turn this mysterious behavior into a bang, small businesses can learn a lot from what Google did as well. Our campaign might not be as successful as Google’s but who wouldn’t be happy to achieve just 10% of the attention Google received.
7 learning points
1. Good planning is key: Judging from each doogle’s release timing and message execution, Google had put in a lot of effort way before the first doodle was put up.
2. Don’t reveal too much: Be cruel if you want to build curiosity. Send clues that are not too obvious. This is how you set people thinking, “WTH is this”.
3. Be consistent: Google kept to the UFO style. Imagine having the first doodle as a fighter plane shooting down the “O” and the second, crop circles. This will confuse your audience and make them disinterested.
4. Lead audience to the wrong answer: Many thought that the mystery is over after solving Google’s first tweet code. Unfortunately, leading them to the wrong place was part of the game. Its second doodle became more effective because of that.
5. Timing is important: Google had a timely release date for each UFO doodle. There is no hard and fast rule to this. It will depend very much on the person who plans it.
6. Don’t drag it too long: Buzz ages fast. Make the whole process short and sweet.
7. Give your buzz a proper ending: Accountability is important. Leaving your spectators hanging will create a negative association, which might harm your next campaign.
