Try It With Google Feat. Leslie Jones

With the cultural conversation surrounding AI and its capabilities in full swing, Google+NBCUniversal decided to showcase how Google Gemini can improve the lives of users leveraging one of the world’s biggest stages, the Olympic Games, and one of the Games’ biggest fans, Leslie Jones.
Leslie – having gone viral in recent years for her unfiltered and comedic livestreaming of past Olympic Games – was officially announced as NBC Sports’ Chief Super Fan Commentator making her the ideal candidate for this collaboration.
Tapping into Leslie’s reality, we showed audiences how Google Gemini can help take fandom to the next level by tackling a wide range of tasks from the everyday to the truly  unexpected. Running each piece of content alongside the featured fan-favorite Olympic event, we were able to tap into fandom in real time and encourage audiences to experience all that Gemini could do by trying it for themselves; overcoming any user hurdles and showcasing just how game-changing and accessible AI can be.
To ensure the highest impact with audiences, we contextually aligned our creative executions with the most watched events from the Summer Games (both on linear and streaming digitally), as well as ran the creative natively on Leslie’s Instagram and TikTok accounts so that it would appear in-feed alongside her own unscripted commentary. This made the execution feel more authentic to Leslie and the integration of our partner brand more seamless.
The “Try It with Google Gemini” campaign made waves across the category, generating significant lifts in unaided brand awareness, brand preference, and AI helpfulness. Furthermore, brand recall and likeability saw an average of 20% and 50% lifts respectively across all four pieces of content running in commercial time compared to ad norms, and when compared to the category norms, Google Gemini enhancements saw an impressive 141% increase in recall.
The creative also generated highly positive social media reactions from Leslie’s devoted fanbase with responses noting her authenticity and echoing her excitement for the Games and love of Team USA. There was also praise for the partnership itself and comments declaring increased interest in using Google Gemini.