How do you get iPhone obsessed teens to ditch Safari and search using Google instead?

The answer to this problem was almost embarrassingly simple. Instead of wating for teens to think of a question to ask, what if we sparked their curiosity with a question for Google to answer?

From that provocation “Ok Google” was born.

We launched by embedding thousands of queries in culture for teens to ask Google.

The platfrom ran for 3 years and took on many iterations. Here’s a snapshot of some of the most interesting work the 72andSunny Google team created in that time.

Results

While Google never releases hard data, voice searches using the Google app was on the rise for teens compared to competitors during the campaign period.