Google Mixtape

To provide a surprise and delight moment during Advertising Week, Google invited over 2000 guests to pull away from their screens by shipping a personalized “Mixtape” experience to pair with the brand’s audio-first content developed specifically for the advertising industry’s top virtual event.

The Mixtape box included one of six guided activity kits, which matched guests to their interests shared during registration, for them to dive into while listening to their personalized audio content. The packaging ushered guests on a journey using playful design, thoughtful materials, and intriguing reveal moments. The hero item was a retro-style cardboard walkman with a built-in Bluetooth speaker which transformed the guests’ smartphone screens into cassette tapes.

The unique Mixtape experience created the perfect analog world for digital content, elevating the brand’s message above ubiquitous screen-only approaches. This event was designed and produced by MAS Event + Design.

Project Contributions:

• Oversaw end-to-end project management including creative development, execution, logistics, and Covid safety prep

• Ideated, sourced, and secured elements for activity kits featuring items from small and BIPOC businesses

• Successfully executed fulfillment of 2,231 Mixtape boxes over seven days

• Achieved on-time delivery within a single day arrival window