Google’s Answer to Game of Thrones
The leaves have fallen from the trees and winter is on the way and here I sit at my computer with chills running down my spine. Not from the cold but from the possibilities that one of Google’s latest announcements could have on the field of marketing and public relations.
Endgame: The Calling is a series of sci-fi novels being written by author James Frey and a project that he has challenged Google’s off-shoot company, Niantic Labs to help turn into a marketing juggernaut. Their goal is to turn this story about 12 teenagers that compete from around the globe in a high-stakes competition; into the starting point for something amazing. John Hanke, the head of Niantic Labs, goes on to explain:
Frey’s vision was to do this as a book and game and a movie all together, and to use social media as a way to extend the universe and make it a place where people could really live within the game universe. He had this whole thing conceived of as a never-before-done experience across all these media.
To understand how they could accomplish this we have to look back a few years to Niantic Labs last project, Ingress. Ingress was created as a real world battle between factions to control portals in cities across the globe. People chose their faction, met their new community and worked together to go out into the real world to participate in a giant global game unlike any other before it.