As part of Google efforts to expand the use of their web browser, Chrome, they have decided to run their first ever TV commercial. This is an interesting decision considering Google hasn’t really had to directly market their products, and they have been such an evangelist in the use of the internet to communicate its wares. After looking at the video that will run as the commercial, I am wondering what Google’s intentions are for this particular spot. Since it doesn’t really spell out what Chrome is or why to install it, it may be just to spark curiosity or interest – a buzz creator. I don’t necessarily think it will resonate with casual internetters (like my Dad, a 76 year old retiree, who will use whatever browser is installed for him), but for those couch potatoes that are also active internetters, this could be Google’s way to introduce a product that most don’t know about. Mozilla’s Firefox, who also ran TV commercials a couple years back, has been increasing in browser market share year over year, and Google sees the TV ad as just another medium to cover as part of their overall campaign for Chrome.
Google selected this clip for the TV ad:
http://www.youtube.com/watch?v=SHZFsJKlsuA
Sticking to their roots, Google is still leveraging the internet and viral tools by setting up a Chrome YouTube channel. It showcases videos submitted by various indie shops (each clip was limited to about a $10K budget) that introduce Chrome in some very innovative ways. Some are done quite well, and a refreshing way to create some buzz.
http://www.youtube.com/user/googlechrome
My favorites are “Features List” and “You and Your Browser.”
Anthony Jankiewicz